About 20 people protested Tuesday outside the London store of Graff Diamonds to demand the company pull out of a mine planned on the land of the Kalahari Bushmen in Botswana.
Survival International, a non-governmental organisation that campaigns for the rights of tribal people, led the protest and has also urged celebrities Naomi Campbell, Victoria Beckham and Elizabeth Hurley to boycott Graff.
Diamond giant De Beers pulled out of the Kalahari reserve after protests about the treatment of the Bushmen by the Botswana government, which is accused of trying to drive them off the land by denying them water and hunting rights.
According to Survival, De Beers's concession in the mine was bought by Gem Diamonds, in which Laurence Graff owns a stake.
Graff Diamonds, one of the world's leading diamond companies, was unavailable for comment Tuesday.