Positive Step to a $100m Natural Diamond Campaign

Key players have taken “a very important step in the right direction” to raising $100m for the long-term promotion of natural diamonds, according to Yoram Dvash, president of the World Federation of Diamond Bourses (WFDB).

He also said he was cautiously optimistic for the holiday season as prices had started to stabilize globally, inventories were reducing and De Beers and the World Diamond Council (WDC) had embarked on multimillion-dollar advertising campaigns.

Dvash (pictured) said trade bodies had reacted very positively o his call for a $100m marketing campaign after what he described as a “brainstorming session” at the Dubai Diamond Conference earlier this month.

The Antwerp World Diamond Council (AWDC) and India’s Gem & Jewellery Export Promotion Council (GJEPC), had agreed to start looking into funding campaigns by the Natural Diamond Council, he said, in collaboration with the WFDB, IDMA (International Diamond Manufacturers Association) and CIBJO (World Jewellery Confederation). More trade bodies are expected to follow suit.

Dvash said he’d called for the industry to unite behind a major and sustained marketing campaign over the next five years to create demand for natural diamonds some weeks ago, and had been pleased by their response.

“It seems that we have found the golden formula that would enable the industry to raise $100m for generic advertising of natural diamonds,” he said.

Earlier this month he said there hadn’t been a major generic marketing campaign for natural diamonds for almost 20 years, when De Beers halted its “A Diamond is Forever” promotion.

“An entire generation of consumers has come of age without having been exposed to promotional campaigns with positive messages about natural diamonds,” he said in a letter to all the WFDB’s 29 member bourses.

Source: DCLA

China’s largest jewellery retailer backs mined diamonds

 

                          Chow Tai Fook 

The Natural Diamond Council (NDC), which groups the world’s seven leading diamond producers, has inked a deal with China’s top jewellery retailer Chow Tai Fook to boost demand for mined rocks in the Asian market.

The partnership, the trade organization’s first collaboration with a retailer, seeks to attract young Chinese customers to naturally produced diamonds.

It also comes as Chow Tai Fook, which has more than 4,500 stores in East Asia and the United States, plans to expand its global footprint.

“One of our key priorities this year is to work closely with natural diamond retailers to protect and convey the authentic and unique beauty of natural diamonds together,” David Kellie, CEO of the Natural Diamond Council, said in the statement.

“I am confident that this partnership will solidify the values of and forge consumers’ desire for natural diamonds,” Chan Sai-Cheong, managing director (Mainland China) of Chow Tai Fook Jewellery Group added.

Earlier this month, the world’s biggest jeweller Pandora dealt a blow to diamond miners by announcing it would no longer sell mined gems, but exclusively man-made ones.

Since 2011, when prices peaked thanks to China’s younger shoppers, diamonds have faltered. Lab-grown stones, initially priced confusingly close to the real thing, posed a challenge.

The NDC, until 2020 known as the Diamond Producers Association, focuses on marketing mined rocks and its funded by its members: ALROSA, De Beers, Dominion Diamonds, Lucara Diamond, Petra Diamonds, Rio Tinto and RZM Murowa.

Source: DCLA

China’s largest jewellery retailer backs mined diamonds

 

                          Chow Tai Fook 

The Natural Diamond Council (NDC), which groups the world’s seven leading diamond producers, has inked a deal with China’s top jewellery retailer Chow Tai Fook to boost demand for mined rocks in the Asian market.

The partnership, the trade organization’s first collaboration with a retailer, seeks to attract young Chinese customers to naturally produced diamonds.

It also comes as Chow Tai Fook, which has more than 4,500 stores in East Asia and the United States, plans to expand its global footprint.

“One of our key priorities this year is to work closely with natural diamond retailers to protect and convey the authentic and unique beauty of natural diamonds together,” David Kellie, CEO of the Natural Diamond Council, said in the statement.

“I am confident that this partnership will solidify the values of and forge consumers’ desire for natural diamonds,” Chan Sai-Cheong, managing director (Mainland China) of Chow Tai Fook Jewellery Group added.

Earlier this month, the world’s biggest jeweller Pandora dealt a blow to diamond miners by announcing it would no longer sell mined gems, but exclusively man-made ones.

Since 2011, when prices peaked thanks to China’s younger shoppers, diamonds have faltered. Lab-grown stones, initially priced confusingly close to the real thing, posed a challenge.

The NDC, until 2020 known as the Diamond Producers Association, focuses on marketing mined rocks and its funded by its members: ALROSA, De Beers, Dominion Diamonds, Lucara Diamond, Petra Diamonds, Rio Tinto and RZM Murowa.

Source: DCLA