Last year Browns The Diamond Store launched their Plumtree Project, a project aimed at provide fruit bearing trees for low-income communities. The concept behind the project was that when a client purchased a piece of jewellery from the Browns Private Collection, a tree would be purchased and planted on their behalf.

The project kicked off with the planting of 600 fruit trees at the homes of families across South Africa. This year has seen the planting of a further 400 trees in Delft in the Western Cape and Boipatong in Gauteng.

Boipatong south of Johannesburg, is a township known for the violent massacre that took place between members of political parties of KwaMadala Hostel in 1992. Many people were killed and according to residents these unhealed scars have eradicated the worth and pride of this community. In addition industrial factories nearby put tons of emissions into the atmosphere creating an unhealthy place to live in. This township requires total rejuvenation and rehabilitation to improve the living conditions, socio-economic and environmental landscapes.

This community benefitted from 400 trees during the first phase of the project and due to the fact that they have taken such good care of the trees and really shown pride and ownership of the project, it was decided that they were very deserving of a further 200 trees.

"We realise the importance of finding a balance between our business interests and the obligations we owe to the environment, our workers and our community", said Larry Brown, Designer and Director of Browns The Diamond Store, at a press launch of the Browns Plumtree Project.

He said that Browns believe that it is the responsibility of companies such as theirs to lead the way, make changes to combat climate change and support the development of local communities.

"The project is close to our hearts as it directly affects the lives of children. We chose fruit trees so children could experience the wonder of nature's cycles, and enjoy the sweet abundance of her harvest for themselves," said Larry Brown.

Browns have also created a special search facility on their website which allows their clients to search for the tree which was planted on their behalf. The website identifies the address and name of the family who received the tree.

Browns is working with greening social enterprise Food & Trees for Africa (FTFA) donating trees to be planted through FTFAs Trees for Homes programme.

Trees for Homes creates healthy, sustainable environments, provides temporary employment for unemployed volunteers, transfers skills through training workshops and conducts intensive awareness and education door to door in the recipient community. This is empowering residents to better understand and look after their environments.