WFDB Mark has strong marketing power

The recently published press release by WFDB, was outlined with one curious thought –Is the WFDB Mark making an impact? In other words, are WFDB Mark holders doing something meaningful with the WFDB Mark to promote their businesses? Over the past few weeks, several WFDB Mark holders have been noted as putting up their marks in their windows, showcases and in particular on their Internet sites.

The WFDB said in a statement that the WFDB Mark holds strong marketing power as has been exemplified by a member of the London Diamond Bourse and Club who placed the mark onto his website http://www.4csdiamonds.com/who-are-4cs-diamonds/industry-memberships.html, and another and a member of the Israel Diamond Exchange who placed the WFDB Mark on his home page (www.ydvash.co.il), as a reputational enhancement tool.

However, Michael Vaughan, WFDB Secretary-General and Executive Director, observed that WFDB Mark holders not always use the correct terminology in defining their status. "Of course, we would like to see many more of these testimonials on diamond exchange members' websites worldwide!" Vaughan noted. "However, it is important that it is done correctly. We often hear and see members of WFDB-affiliated bourses identifying themselves as 'WFDB members, ' which is not a correct definition," he said.

"While their identification with the WFDB is praiseworthy, individual bourse members are not WFDB Members - it is only their respective bourse of which they are members that is the WFDB Member," the WFDB Secretary-General pointed out. "Therefore, for an individual diamantaire to show his affiliation with the WFDB and all it stands for, he or she needs to become a WFDB Mark holder!" Vaughan concluded. "And is it necessary to repeat that the WFDB Mark is supplied for free to diamond exchange members worldwide?" he asked.