DEF Gets Grant for ‘Diamonds Do Good’

RAPAPORT… The Diamond Empowerment Fund (DEF) has received a $100,000
grant for its “Diamonds Do Good” initiative, the group said last week.

The JCK Industry Fund — which helped launch the
program three years ago — has again provided funding for the campaign, aimed at
informing consumers about the industry’s contributions to society.

“Putting forward a positive narrative surrounding diamonds
is essential,” said Anna Martin, president of DEF and senior vice president of
the Gemological Institute of America (GIA). “Sharing these stories is not only
good for business, it is a responsibility for the entire industry.”

Consumers are 75% more likely to buy a
diamond after reading positive stories about the trade, such as how it gives back to society,
according to research cited by the DEF. Based on this information, the initiative implements a
storytelling format that reaches consumers using targeted online advertising
and social media.

JCK will present the check to the DEF in May at the annual
Diamonds Do Good Awards at JCK Las Vegas.