17 Sep 2019
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Diamond Promotion
By: Diamond World News Service
Dec 27 2018 1:07PM
Reference: 16881  

Ronnie Vanderlinden, IDMA, President
Ronnie Vanderlinden, IDMA, President
Diamonds are forever. Diamonds are rare. Diamonds are unique. Diamonds are invincible. If diamonds are all that I just mentioned then why do we only concentrate on the 4Cs of diamonds and not these extraordinary qualities of this wonderful creation of the Earth? There’s so much of history and folklore attached to a diamond and it represents a lot of human emotions. Then, why to focus only on its technical aspects and not on its mystique? Why only promote diamond jewellery and not the product itself which brings the sparkle? What we have is a special product and it deserves a special treatment. Why not tell the stories about diamonds to the consumers? By Kavita Parab

The global diamond industry might be facing a lot of challenges at this moment. However, it is not the time to stay passive but active. We all have been talking about millennials and how their perception of luxury has changed and continues to affect the diamond industry sales. Instead of focusing on the problem why not focus on the solutions? Why not elicit interest about diamonds in the minds of the consumers? Why not promote diamonds in such a way that they will attract the end-consumers?

The recently concluded World Diamond Congress, too, looked for a united approach to promote diamond as a product. “The entire effort should be about how to remove the mystery from diamonds and bring back the mystic that has always been present. Promotion is the route to increase sales and bring back the consumer interest and upscale market share,” said Ronnie Vanderlinden, IDMA, President.

He also added that diamond promotion must be propelled from the top. Miners, manufacturers, traders and retailers need to take on the onus of promoting diamonds and diamond jewellery, eventhough the ongoing efforts of the Diamond Producers Association (DPA) are continually at work.

Let us go beyond the 4Cs
Today’s consumer is well-read and well-informed. Before making a purchase, mind you, they have done a thorough research regarding the specifications of the diamond they want. So, the industry needs to tell the consumer the facts that they don’t know about diamonds. Not all consumers are aware of the ‘Miners to Market’ journey of a diamond. Not all know of the folklore related to diamonds. What might work right now is instead of selling a product, selling a story that might attract consumers. After all, the diamond industry is in the business of emotions.

Diamonds have been treasured, loved and at times feared too. To put it in different words, diamonds have been attached with human emotions across cultures since they were discovered. They are unique, rare and invincible.

Ernie Blom, President of WFDB said, “I believe we need to really express as widely as possible the romance of the story of diamonds. They were created billions of years ago and rose to the surface where they can be mined. Finding them and then sorting, cutting and polishing them and setting them in jewellery for presentation to the end-buyer is a lengthy process that is done with enormous commitment and care. It is the fact that they are so special that they are bought to mark the milestone events of life. The industry really needs to put this romantic story to consumers so that they can fully understand why diamonds are so special.”

The industry across the globe employs millions of people in various capacities. It is the source of livelihood of many, which can be an aspect that needs to reach the potential consumers of diamonds. “All natural diamonds are equally unique, what we need is right and collective marketing. Besides, this industry is helping millions of people by providing them a livelihood,uplifting their standards of living, providing means of good health, education,” said Vipul Sutariya Director of Dhramanandan Diamonds.

Diamonds have always the priceless possessions. They are not just the most valuable product but also symolise undying love and commitment. “Diamond is a symbol of love, passion and commitment. When you are gifting a diamond to your loved ones, you are passing on the same love, passion and commitment to the person. Gifting a diamond is like showering 100 per cent love, promising a commitment for a lifetime,” said Sanjay Shah from Goldstar Group.

Promoting diamonds loud & clear is the need of the hour
Initially, when diamond promotions began, the idea was not to sell more products but to help consumers find their emotional connect with diamonds. We all know the world-famous advertising tag line ‘A Diamond Is Forever’ by De Beers. The effect of the promotion is known to all. The brand was not making any direct selling or it wasn’t trying to impress the minds of the consumers with a brand name. And it worked. According to news reports, between 1939 and 1979 sales figures increased from $23 million to $2.1 billion.

Talking about promotions, David Johnson, Head of Strategic Communications for De Beers Group said, “The De Beers Group has a long and highly successful legacy of marketing diamonds to consumers around the world. It has run some of the most successful advertising campaigns in history, with Advertising Age magazine voting our ‘A Diamond Is Forever’ advertising line to be the most successful advertising line of the twentieth century. We have run many different consumer campaigns, creating industry ‘big ideas’ that can help generate opportunities for the trade as a whole (such as ‘trilogy’ three-stone jewellery, the right hand ring and ‘journey’ diamond jewellery), as well as proprietary campaigns that benefit our own brands that are based on insights that we share with the wider industry (such as Forevermark’s Tribute campaign which was based on insights about female consumers shares in our 2017 Diamond Insight Report). We are also a major funder of the Diamond Producers Association, we run targeted campaigns (such as the campaign recently run in India to promote melee diamond jewellery) and undertake a range of other promotional activities.”

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