...No Dirty Gold campaign took out the first in a series of ads...in national publications...[that] call on jewelry firms, and other businesses that use gold, to insist the gold they buy—and sell—is produced in ways that do not harm communities, workers, and the environment...Prominent jewelry firms such as Tiffany & Co...have staked out a leadership position by calling for reforms...The No Dirty Gold campaign is urging Zales, Sterling [part of Signet] (the parent firm of Kay Jewelers), Fortunoff, Rolex and other firms to take the necessary steps to protect their brands from future consumer backlash.