The World Diamond Mark Foundation (WDM), had  earlier announced the  unveiling of its  global diamond retailer promotion campaign Part of You™ and its brand-new B2C website www.passion.diamonds at the JCK, Las Vegas show at its Keynote Talk on June 4, 2017.

Now, the organisation has said that  the WDM team will be available for meetings at the  show from June 5th onwards for all the five days of the show, to speak with retailers and collect diamond stories. 

 "Telling of diamond stories is at the core of Part of You™ campaign," said Krisztina Kalman-Schueler, WDM Programme Director. "Life is full of stories and diamond retail jewellers have exciting diamond stories to tell. Some of you may have a great story on how you created a fantastic bespoke design piece, while others have stories on consumers gifting diamond jewellery.”

Stressing that  selling  diamonds using the 'dry facts' and relying solely on information such as the Four Cs might not be enough to enthuse consumers,  Krisztina said, "Diamond story telling is essential to diamond promotion; and to sell diamonds and diamond jewellery more successfully, you need to make the emotional connection between diamonds and the consumers."

The organisation also called upon the retailers – who are the specific target of the new promotional campaign -- to come forward to share their stories.

“The WDM team will be most happy to meet visiting retailers at JCK to hear about and collect their own diamond stories,” the organisation said in a press release. “They are invited to drop us an advance mail on add@worlddiamondmark.org to set up a meeting or call us during the show at number reached on 1-650-7434893.”