Iman, the new face and spokesperson for De Beers LV diamonds, did not be attend the opening of the first-ever De Beers LV store in London on Thursday night. A De Beers' spokesperson says that Iman will not be attending for "family reasons."

Iman's collaboration with De Beers LV has been plagued with controversy and a slew of bad press. In October, supporters of the Kalahari 'Bushmen' went so far as to cover up posters of Iman at the store's site with an image of a Bushman bearing the slogan, "The Bushmen Aren't Forever."

The reason for all of this? Botswana's government has relocated thousands of Gana and Gwi 'Bushmen' in the Central Kalahari Gaming Reserve. The reserve happens to be filled with diamond mines. De Beers LV released a statement, a few weeks ago, backing the Botswana government in denying any link between diamond mining and the 'Bushmen's' relocation.

Environmental groups such as Survival International are disputing this claim. They believe the Bushmen are being relocated solely for diamond mining purposes and dismiss the Botswana government's official reasons. Survival International is putting pressure on Iman to break her lucrative contract with De Beers LV.

De Beers and LVMH formed a retail joint venture last year, and the new London store symbolizes this new union. Word that Iman will not be attending the flagship store opening has lead to speculation that her absence is in protest to the Bushmen's relocation.

This weekend, an explosive article in The Daily Mail in London claimed Iman had ceased working with De Beers LV, stating that "she won't do any promotional work for the company until it changes its current mining practices." This has yet to be confirmed. The spokesperson for De Beers LV said the rumors were "rubbish" and assured that Iman is still under contract. Survival International could not confirm the story either.