Four Corners Area Jeweler Recognizes Earth Day with Introduction of New Environmentally Responsible Diamonds

Online, April 22, 2010 (Newswire.com) - Farmington, NM-Furthering their strategy of becoming the Southwest's premier retailer of fine jewelry, timepieces, engagement rings and loose diamonds, Farmington, NM based Garcia & Co. Jewelers aims to revolutionize the marketplace with their debut of Garcia Select Diamonds.

With the launch coinciding with Earth Day 2010, Garcia hopes to bring its message to consumers that diamonds not only need to be visually brilliant, but also selected based on environmental and socially conscious standards. Their new Garcia Select Diamond line is based on three core principles: rare, brilliant and responsible.

Garcia's diamond buyers view and inspect thousands of diamonds before being selected and must pass the stringent standards of Garcia's nearly 30 years of diamond buying experience. To ensure the highest quality standards, all Garcia Select Diamonds are independently certified to verify that every diamond is cut and proportioned to the industry's highest standards of brilliance and light performance.

Perhaps most importantly, every Garcia Select Diamond is conflict-free and "Country of Origin Certified," assuring the highest standards of integrity in the diamond supply chain. Garcia ensures that all parties are treated ethically as the diamonds go from mine to mounting. In addition, the mountings that are paired with Garcia Select Diamonds are manufactured from eco-friendly and recycled precious metals.

"We're very excited to bring our new Select line of diamonds to market on Earth Day 2010 and feel the timing is perfect to introduce a diamond line that is not only visually stunning, but cultivated in a responsible manner," explains Mark Garcia, President of Garcia & Co. Jewelers.

About Garcia & Co. Jewelers:
Founded in 1989, Garcia & Co. Jewelers prides itself on being American Gem Society professionals in diamonds, watches and fine jewelry. Garcia & Co. is one of the Southwest's premier jewelers featuring fine diamonds, designer and custom jewelry and an extensive bridal collection. Conveniently located in Farmington NM, the heart of the greater Four Corners area, they proudly serve the communities of Durango, Co, Shiprock, NM, White Mesa Village, UT, Cortez, CO and everywhere in-between. For additional information, visit http://www.GarciaJewelers.com or call 1-877-326-7353.