Critics of diamond giant De Beers have urged Hollywood star Leonardo DiCaprio to add his support to their "diamond boycott" appeal.
The creators of an anti-De Beers website are accusing the gem moguls of evicting Kalahari desert natives from their homeland in Botswana, Africa. High-profile target DiCaprio plays the lead role in new movie Blood Diamond, which depicts the links between civil war and diamond mining.
Models Iman, Erin O'Connor and Lily Cole, who previously fronted campaigns for De Beers, have already pledged their support for the boycott. The website, Boycottdebeers.com was launched on Tuesday.
A spokesperson for the diamond company insists none of DeBeers products are linked to war or violence.