The Israel Diamond Exchange (IDE) recently launched a “global awareness campaign to highlight the unique and extraordinary features of natural diamonds”.

Consisting of several short videos which will be released over the next several weeks, and which will be promoted through social media, the message of the campaign is “In a fake world, real things are rare”.  

The campaign highlights the story of the natural diamond – “its singularity, astounding beauty, natural creation, geological age and immeasurable value”. The videos end with the tag line “I love natural diamonds”.

In an introduction to the campaign IDE emphasises: “In an era where counterfeit products and fake reproductions flood almost every market, few commodities remain as rare and exceptional as the assets of natural diamonds: their incomparable singularity, their geological age, their natural process of creation, their astounding beauty and immeasurable value, and, their story.”

“Israel is the first global diamond centre to introduce an international campaign aimed at differentiating natural diamonds from lab-grown and other synthetic stones,” IDE said in a press release on the occasion of the launch of the campaign.

The IDE had announced the initiative at the World Federation of Diamond Bourses (WFDB) EXCO Conference held in Israel recently, for which heads of 14 diamond bourses from all over the world had gathered.

IDE President Yoram Dvash said, “In this campaign we want to highlight the exceptional qualities of natural diamonds, as symbols of love and timelessness over the generations and throughout the world.”

Pic Cap: A frame from the campaign

Pic Courtesy: IDE