5.13.2008 - 12:34pm ET

(CSRwire) May 13, 2008 - Sustainable products are now available in almost every industry, but the fine jewelry industry is only recently accommodating the conscientious consumer. C5 Company, LLC, a new kind of jewelry company, is asking consumers to think twice about their purchases of traditionally mined gems and fine metals and is offering a wide range of alternatives.

Though the issue of conflict-diamonds surfaced a few years ago, most notably with the movie Blood Diamond, traditionally mined gems and metals are still marked by significant environmental and human rights issues including poor working conditions, displaced communities, land stripping and extreme pollution, to name just a few.

Diamonds and gems are primarily mined in some of the poorest countries in the world - 65% of the world’s diamonds come from Africa and 90% of the world's rubies come from Burma. "Consumers throughout the world should consider the implications of their purchase of Burmese gems," said First Lady Laura Bush in a statement from the White House. "Every Burmese stone bought, cut, polished, and sold sustains an illegitimate, repressive regime."

C5 company is working to change the fine jewelry industry by producing products made from lab-created and ethically sourced gems as well as recycled metals. Lab-created stones are chemically, optically and physically identical to their mined counterparts, but are created without significant harm to the environment or society.

C5 proposes that consumers consider a fifth "C" when making decisions about jewelry: Cut, Clarity, Carat, Color, and Consciousness. "You don't have to sacrifice beauty to have jewelry you can feel good about," said C5 founder, Meghan Connolly Haupt.

About C5 Company, LLC

C5 Company, LLC is an innovative fine jewelry retailer grounded in sustainability practices and offering an unparalleled selection of environmentally and socially responsible alternatives to the traditional fine jewelry industry. Using lab-created and ethically sourced gems and recycled metals, C5 Company carries gorgeous jewelry you can feel good about. www.C5company.com