IDI launches mini-site for Valentine’s-Day jewellery demand

The Israel Diamond Institute Group of Companies (IDI) has launched a mini-site, to rope in the fervour of Valentine’s Day. The site is named Sweet Valentine: Diamond Deals from Israel. This initiative takes on from IDI’s successful Cyber Monday B2C e-commerce campaign.

This mini-site offers jewellery and loose diamonds in a heart-theme, and from the portfolios of d diamond jewellery and loose diamonds, reports say. The items are being sold at discounts of up to 40 percent. The list prices range from $369 for a diamond and sapphire pendant to $148,780 for a 1.75 carat radiant fancy green diamond, as per reports.

There are great deals on rings, necklaces and pendants, loose natural white and coloured diamonds - yellow, pink, brown, to exotic orange, green and blue coloured diamonds.

Following the success and popular demand from companies interested in participating, IDI plans to set up B2C sales platforms to tap gift buying consumer behaviour in holiday periods. With a focus to be in sync with its major market, North America, the platforms would also be developed to Asian and other world markets.

IDI Chairman Moti Ganz said that direct online sales are the direction of the future. “Israeli companies are interested in expanding their reach into consumer markets, especially via digital marketing channels. IDI’s role is to provide them with the tools to take advantage of these technologies, easily and inexpensively.” IDI Managing Director Eli Avidar emphasised on the support given by IDI’s digital department in empowering the Israeli Diamond Industry through technological tools specially geared to their needs.

The Sweet Valentine Diamond Deals platform will run throughout February 2015 and will be supported by an intensive marketing campaign in English, Hebrew, Chinese and Russian through the online and other media, reports say.