Masisi engages LL Cool J’s wife in diamond deal

As President Mokgweetsi Masisi globe-trots to attract deep-pocketed influencers for potential investments in Botswana, the latest figure expressing interest in the country’s diamonds is none other than Simone Smith, wife to renowned US rapper LL Cool J.

Masisi shared insights with the media recently about his encounter with Smith during one of his US trips, describing it as a “business to business potential” engagement.

“She is a jeweller of note and her main clientele are the African Americans who are committed to national diamonds. Our providence is based on our commitment to natural diamonds, so we have got to grow that space,” Masisi added. He emphasised the importance of growing this sector for Botswana.

The President disclosed that the Botswana government initiated contact with Smith, who in turn expressed her interest in collaboration.

“Details will come later but what can be unveiled now is that it was a very useful engagement particularly because of the scope of her reach and commitment to grow that space,” he said.

He noted that Smith’s business partner, with over 40 years in diamond manufacturing and jewellery making, is well-recognised globally for exceptional pieces.

Masisi underscored the strategic value of Smith’s connections, particularly with influential figures in the NBA, who boast a massive following. He suggested that their involvement could alter the marketing narrative and enhance Botswana’s position. Smith has been married to LL Cool J (born James Todd Smith) since 1995. Simone Smith, aside from being LL Cool J’s wife, is a multifaceted entrepreneur and jewellery designer. She co-founded Simone I. Smith Jewelry in 2011, with her first design, the signature lollipop pendant, ‘A Sweet Touch of Hope’ inspired by her battle with bone cancer following her diagnosis of stage III chondrosarcoma, a rare type.

Beyond her brand, Smith collaborated with Mary J. Blige to launch Sister Love, a jewellery line reflecting strength and style. Notably, Smith’s commitment to philanthropy is evident through her partnership with the American Cancer Society, where a portion of proceeds from sales support the fight against cancer.

Acknowledged as an ‘accessories queen’, Smith collaborated with Mary J. Blige in 2018 to launch Sister Love, a jewellery line symbolising strength, edge, and style. In her recent collaboration with Color of Change, the Black Love collection was created. Notably, Smith’s hoops made it to Oprah’s Favourite Things 2020 List. Her accomplishments include features in Essence, InStyle, and Hamptons magazines, as well as appearances on QVC, Entertainment Tonight, and The Insider. She has received honours from various organisations, including the National Association of Women Business Owners of Los Angeles, The Lady Like Foundation, and the American Cancer Society.

Looking ahead, Simone I. Smith is focused on transforming her lifelong love for accessories into a thriving enterprise.