The Israel Diamond Institute Group of Companies (IDI) recently launched the third stage of its strategic marketing plan - “Together Works”, which is being released throughout the current year. The overall objective of the programme is to provide support to Israeli diamond manufacturers and exporters, and offer real-time assistance and services to the Israeli Diamond Industry’s international trading partners. Eli Avidar, IDI Managing Director, said “Together Works brings new and fresh marketing ideas to the diamond world. Diamonds represent a time-honoured tradition, and the world diamond industry has been operating in much the same way for centuries. The challenges posed by the current economic situation have led us to introduce innovative and exciting marketing channels. There are additional surprises to come.”

The third stage of the programme introduces a service namely, CALL ASIA , targeted especially at the Asian markets, the key export target for Israeli diamantaires. CALL ASIA is a call center that provides immediate assistance to Asian diamond buyers, creating direct contact with thousands of Asian diamond buyers every week and noting their specific diamond needs. This information would be instantly uploaded on to the IDI internet portal, and Israeli diamond suppliers will simultaneously be notified of their diamond demands by text messages.

Also, an IDI Asia Pacific office will be set up to receive e-mails and phone queries from Asian companies.

Also incorporated in the third stage is a new seasonal magazine, Reflections – Diamonds. Fashion. Trends. It will focus on jewellery retailers and their customers. It will be distributed to over 10,000 retailers in the United States. It can also be accessed online through the IDI portal site.

IDI Chairman Moti Ganz said that the first two stages of “Together Works” have been received with great enthusiasm in Israel and abroad. He said, “IDI’s response to the economic situation has been to initiate important services for Israeli diamantaires and their international clients. The Israeli Diamond Industry and its global trading partners are reaping the benefits.”