FALMOUTH, Jamaica — The coastline of Burwood Beach looked noticeably cleaner on Friday morning thanks to the collective effort of Diamonds International employees who traded their usual roles in retail for gloves, rakes, and garbage bags.
The exercise, which stretched across two hours, saw staff members removing piles of discarded waste — from plastic bottles and wet wipes to items more unsightly — that had been littering the popular seaside spot. By the end, 20 bulging bags of debris stood as proof of the team’s commitment.
For Diamonds International, the gesture was more than a clean-up; it was a signal of the company’s ongoing intention to extend its influence beyond the walls of its stores into the wider community. A spokesperson noted that supporting both the environment and the towns they operate in has become a central part of the company’s culture.
The initiative reflects a broader pattern of corporate responsibility across Jamaica’s tourism sector, as businesses linked to cruise ports and hospitality are increasingly expected to safeguard the very environment that sustains their trade. With branches also operating in Ocho Rios, Diamonds International says its goal is to ensure that beauty — whether in gemstones or natural landscapes — remains preserved for both visitors and locals alike.
