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Consumer Education Initiatives for Diamonds
By: Diamond World News Service
Apr 27 2015 12:06PM
Reference: 11421  

Educating your consumers can go a long way in building a credible brand. Consumer Education Initiatives or CEIs help in building a brand. So what are CEIs, why does diamond trade need it, this and much more in this special feature by Kavita Parab.

“The way ahead for adding value by Indian diamond manufacturers is through sharper branding and marketing,” Union Commerce Secretary Rajeev Kher told delegates of the first World Diamond Conference in New Delhi last year.And one of the ways to achieve sharper branding and marketing is through implementing consumer education initiatives (CEIs).

All the industries are waking up to the importance of CEIs. Be it companies/brands from Pharmaceutical, Banking, Education or Diamond industry all are constantly educating its consumers in order to evolve as a trustworthy brand. Though the diamond industry is an unorganised sector, it is gradually giving in to importance of branding and being organised. There are lot of diamond companies/brands like Kiran Gems, Divine Solitaires, D’Damas, Asmi who have been consistently educating their consumers about four C’s, authenticity of their company/ brand and the various categories.

The CEI Campaigns
The Gemological Institute of America (GIA) had launched a national public awareness campaign to help people make more informed buying decisions regarding diamonds, GIA-created Four Cs and GIA Diamond Grading Reports.The campaign - The Difference Between Wondering and Knowing - explains the Four Cs of diamond elements (Colour, Clarity, Carat Weight and Cut), and the importance of having a diamond grading report, which will define for the consumer the exact gemological qualities of the stone he or she is planning to purchase.The campaign had three parts: firstly, a national print and online advertising campaign aimed at audiences with an immediate need to know more about diamonds such as affluent jewellery buyers and men looking for wedding rings; secondly, the advertisements were designed to direct consumers to new GIA website - www.gia4cs.gia.edu.; thirdly, a kit for retailers to use to help them educate customers with confidence and accuracy about diamonds, the Four Cs and the International Diamond Grading System(TM).

World Diamond Mark Foundation
In December 2014, during the World Diamond Conference in New Delhi, the World Diamond Mark Foundation (WDMF) announced the first Authorised Diamond Dealer® (ADD).

ADD is an accreditation programme with the objective of sustaining and improving consumer confidence for diamonds and diamond jewellery worldwide. It is based on a fundamental retail diamond industry Code of Practices and a set of obligations to ensure high level of consumer service. The accreditation programme gives access to educational and degree programmes, trade benefits, specific marketing programmes and tools.

Tanishq’s CEI campaign featured Bollywood’s leading couple Amitabh Bachchan and Jaya Bachchan. This unique campaign by Tanishq aimed at making consumers aware of the various aspects of diamond quality. The company had even launched an online campaign – The Curious Case of the Missing Diamonds. The online campaign aimed at taking diamond education to the next level at the same time making the process more engaging. The microsite enabled users to help Amitabh find the missing diamond through an online game. This online game has a series of clues in the form of captivating videos of suspects who would have stolen the diamond.

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