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Podcast: With Special Guest David Kellie
Dec 28, 2021 5:00 AM
By Rapaport News
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RAPAPORT... If there are two different camps in the diamond and jewelry trade, David Kellie is in the proactive one. With his background in luxury goods and fashion, the CEO of the Natural Diamond Council (NDC) noted that you’d never encounter a “wait and see” attitude in the boardrooms of these sectors.
Similarly, as the diamond trade looks to build on the growth experienced in 2021, it cannot leave its progress to fate, he stressed in the Rapaport Diamond Podcast. Blessed with “so much wonderful storytelling,” the industry has the tools to help it capitalize on its position, he observed.
Rapaport Senior Analyst Avi Krawitz spoke to Kellie about a range of topics affecting consumer desire for natural diamonds, marketing and the approach of the NDC.
Listen to the podcast here:
Discussion points:
00:52 – Introduction
02:22 – How the NDC approaches the holiday season.
03:43 – David provides feedback on the NDC campaigns.
06:02 – How cultural changes are influencing the jewelry market.
11:38 – The importance of content creation in marketing.
14:00 – David breaks down the NDC’s “Moments Like No Other” campaign.
18:15 – How retailers can tap into the NDC programs.
19:49 – Avi asks how the NDC builds sustainability into its storytelling.
22:29 – David explains the importance of engaging with a diverse consumer base.
25:27 – The industry can tap into the consumer desire to express individuality.
29:00 – Can we build on the growth of 2021?
This episode of the Rapaport Diamond Podcast is sponsored by De Beers Group Ignite: pioneering a new diamond world through innovation.
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Tags:
Avi Krawitz, David Kellie, diamonds, Jewelry, Natural Diamond Council, Rapaport News
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