3.07 CR-006 The Gray Zone

Hilton & Sons is a family jeweler that has been in business for nearly 100 years. The company’s brand promise is to make its customers feel like royalty when they come into the store and when they wear Hilton & Sons jewelry. Hilton & Sons specializes in diamonds. However, the business doesn’t guarantee that all of its diamonds are conflict-free, meaning some of them may come from questionable sources. (You can learn more about conflict or “blood” diamonds here: http://www.diamondfacts.org/index.php%3Foption%3Dcom_content%26view%3Darticle%26id%3D128%26Itemid%3D134%26lang%3Den.) 

Selling conflict diamonds is considered unethical by most people, but it isn’t illegal. Hilton & Sons can easily fulfill its brand promise with diamonds from any number of different sources. As long as the brand promise is fulfilled, customers are happy, and the owners are happy. What do you think? Is it OK for a business to cut corners ethically as long as it keeps its brand promise?