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Panama Group Bids to Improve Marketing to Women

Jul 17, 2016 8:39 AM   By Rapaport News
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RAPAPORT... Panama’s World Jewelry Hub launched a new initiative to promote a female perspective in marketing jewelry and gemstones.

It set up ‘Mujeres Brillantes’ – ‘brilliant women’ in Spanish -- after a women's empowerment session was held at the second LATAM Jewelry and Diamond Week in June.

"The industry is focusing too closely on selling jewelry and not on the experience of buying or receiving an item of jewelry,” said Ali Pastorini, a senior vice-president of the World Jewelry Hub. “As women, we instinctively understand the act should be a special and intimate moment that transcends the mechanics of a commercial transaction.”

A marketing slogan ‘My Jewels, My Story’ was unveiled as part of the initiative, underlying the group’s emphasis on consumers and their experience, Pastorini said. "Our primary intention is to emphasize a marketing approach, which will be more appreciated by female consumers," she added.

‘Mujeres Brillantes’ includes members predominantly from Latin America but also women from Turkey, Russia, Italy, Romania and Israel.
Tags: diamonds, Jewelry, Panama, Rapaport News, world jewelry hub
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