Why was Niccolo Bella created? Our video tells of the motivation behind creating an ethical jewelry company. Like helping to create a better world by being the person you have always wanted to be. By living by the Golden Rule - do unto others...By helping people to understand that when we buy something it is truly important to know where it comes from, who made it and everything involved in the process. I discovered that many times mining for metals like gold and silver or for diamonds and gemstones is harmful to the planet and often the people doing the labor are treated badly, many even killed. So I created Niccolo Bella to be responsible to the environment while benefiting everyone involved in the process of making a piece of jewelry. I believe that we can make the world a better place.