As reported by Rapaport News, the world’s largest diamond producer has informed shareholders that it will match any country’s natural diamond marketing contributions this year and is inviting proposals.
The company is currently trialling ‘key messages’ on natural and lab-created diamonds and is asking companies to focus their advertising on differentiating between the two categories.
“To date, we have announced strategic collaborations with key retailers and launched new category campaigns in the US, China and India,” the De Beers Group explained.
“As part of our approach, we are also committed to working with stakeholders across the industry, including countries, to drive and amplify natural-diamond category-marketing efforts as we collectively seek to bring the magic of natural diamonds to a new generation of consumers.”
The statement continued: “There is no better time than the present to take the actions that will accelerate improvements to our industry. The difficulties we have faced have been testing, but they have also challenged us to be better, to work harder, and to tell our story more widely.”
• The Natural Diamond Council recently launched the Diamond Learning Centre, a free educational platform for new and experienced jewellers.
The platform provides short videos and quizzes along with 20-30-minute courses addressing a range of topics related to the diamond industry.
A directory of third-party technical education materials from industry institutions, as well as marketing and research tools, is also provided.
The platform was launched after discussions between the Natural Diamond Council and industry stakeholders identified widespread confusion and uncertainty as a critical concern.
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