User Photo As with everything else, the scope for buying ethically sourced jewellery is huge. In the late 1990s, public awareness about the origins of jewellery began and organizations started talking about conflict diamonds which were fuelling wars in African countries like Sierra Leone, Liberia, Democratic Republic of Congo, Angola and more recently the Ivory Coast. Ethical jewellery currently accounts for less than 1% of the $56bn annual jewellery market. Even the big jewellery houses are taking note