Marketing of diamonds to the millennial generation will be the focus of one of the key sessions at the Dubai Diamond Conference to be held on October 16-17, 2017. The conference is an initiative of the DMCC and will take place at the Almas Conference Centre in Almas Tower in Dubai.

The discussion on ‘How diamonds fit in the new era of millennials’, which will take place in the evening session on the first day, will be moderated by Dr T.B. (Mac) McClelland Jr., President & CEO - Middle East, The Luxury Marketing Council; and Tim Dabson, Former De Beers Executive. A distinguished panel of experts, including Jean-Marc Lieberherr, Chief Executive Officer, Diamond Producers Association; Amit Dhamani, CEO and Managing Director, Dhamani Jewels; Rajiv Mehta, Director, Dimexon International; Kolia Neveux, Managing Director - Middle East & Africa, Bulgari, will look at the issue from different perspectives.

The Panel Discussion will be preceded by a speech by Lieberherr, where he will present an update on the Diamond Producers Association (DPA) category marketing campaigns. Last year the DPA introduced its campaign in the United States and this year it is adding on campaigns in the key markets of India and China as well.

Lieberherr said, "This is a challenging task, how do you connect this generation of buyers to diamond jewellery when they have never really been advertised to in the past? We have uncovered a great deal of vital and encouraging data. Because they live in a world of fast-fashion and unlimited choices, they actually crave the opposite and are looking for authenticity when buying luxury items, and diamonds are a perfect fit."

Amit Dhamani commented, "I believe that millennials appreciate fine jewellery in the same way as other consumer groups, but they have to be approached in a very nuanced way."

Peter Meeus, Chairman, Dubai Diamond Exchange, said: "Dubai is an established part of the diamond community and a much needed gateway to the Middle Eastern retail market. We keep adapting to market demand, and the topic surrounding millennials and their buying trends is certainly calling for a shift in industry marketing strategies. We look forward to learning more about this topic in October as we bring together over 350 stakeholders to discuss challenges and opportunities facing the trade today.”

Pic: Courtesy DMCC