RAPAPORT... The World Diamond Mark (WDM) has launched a campaign
to promote diamonds by telling human stories and directing consumers to the organization’s
accredited stores.
Entitled “Part of You,” the campaign features images of
people from different backgrounds sporting jewelry — among them a Muslim woman
in a headscarf, a young Indian woman, and a bearded bagpipe player. The
promotion accompanies a new website, www.passion.diamonds,
which features diamond-related stories about celebrities, designers and other individuals.
The World Federation of Diamond Bourses launched the WDM in
2012 with the aim of marketing diamonds to the public at a generic level. It
offers services to WDM-authorized diamond dealers, including promotion of their
brand, digital marketing and staff education. It also works to promote the
natural-diamond trade by prohibiting its member retailers from selling mined
and synthetic diamonds in the same store.
“The launch of the www.passion.diamonds website, and with it
the ‘Part of You’ campaign, is the first highly visible step the diamond
industry and trade is taking with diamond promotion in the public realm, [setting] the tone for the midstream industry’s active involvement in promoting
and marketing diamonds to the end-consumer,” said WDM program director Krisztina
Kalman-Schueler.
“No retailer will sell a diamond by just talking about the four
C’s,” she added. “Diamonds need stories customers can get excited about.”
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