Expressing solidarity towards people of Japan hit by the earthquake and tsunami, a diamond dealer in New York has conceptualized a drive to raise funds for the victims. Jeffrey Levin of Firenze Jewels, also chairman of the 47th Street Business Improvement District, is spearheading this effort.

In the move, 2,600 Diamond District businesses have pledged support and will be donating $1 on every sale, to the American Red Cross Japanese Earthquake Relief Fund. Levin’s company Firenze Jewels was established in 1937 and retails designer jewellery, handcrafted diamond engagement rings, and loose polished diamonds.