{"id":32144,"date":"2025-06-17T15:20:05","date_gmt":"2025-06-17T09:50:05","guid":{"rendered":"https:\/\/gjepc.org\/solitaire\/?p=32144"},"modified":"2025-06-19T15:54:50","modified_gmt":"2025-06-19T10:24:50","slug":"rallying-for-the-real-thing-the-natural-diamond-trade-fights-back","status":"publish","type":"post","link":"https:\/\/gjepc.org\/solitaire\/rallying-for-the-real-thing-the-natural-diamond-trade-fights-back\/","title":{"rendered":"Rallying for the Real Thing: The Natural Diamond Trade Fights Back"},"content":{"rendered":"

Diamond analyst Avi Krawitz<\/strong> explores how the natural diamond industry is regrouping and stepping up its marketing game. From global campaigns to retailer partnerships, the trade is rallying around a shared goal: to reshape consumer perception and restore the sparkle to natural diamonds.<\/em><\/p>\n

The natural diamond industry is intensifying its marketing efforts in a bid to reclaim market share lost to the rapid rise of lab-grown alternatives.<\/p>\n

While various companies and organisations have launched individual campaigns, there’s an increasing push for a more unified strategy to reshape consumer perception and drive demand.<\/p>\n

\u201cThere\u2019s a lot of content being created about natural diamonds, but it\u2019s up to the trade to get the message out and make it go viral,\u201d said Feriel Zerouki, Senior Vice President of Corporate Affairs at De Beers and President of the World Diamond Council (WDC), during a panel at the World Federation of Diamond Bourses (WFDB) Presidents Meeting in New York.<\/p>\n

Zerouki noted that industry members are often quick to circulate negative news, but should apply the same energy to amplifying positive stories about natural diamonds.<\/p>\n

\"\"
De Beers Group CEO Al Cook<\/figcaption><\/figure>\n

The Case for Cohesion<\/strong><\/p>\n

At the WFDB Presidents Meeting, the organisation debuted a new short film \u2014 part of an ongoing series promoting natural diamonds \u2014 and urged its global network of member companies across 27 affiliated bourses to actively share the content across all relevant platforms.<\/p>\n

\u201cYour support is essential in helping us amplify this message globally and highlight the emotional and enduring quality of natural diamonds,\u201d the WFDB stated in announcing the film. The push reflects a broader recognition that marketing has evolved significantly since De Beers retired its iconic \u201cA Diamond is Forever\u201d<\/em> campaign more than two decades ago.<\/p>\n

\u201cMembers of the trade love campaigns and expect one-off promotions to drive sales,\u201d said David Kellie, CEO of the Natural Diamond Council (NDC). \u201cBut the way consumers engage with content has changed. It\u2019s now primarily through their phones and social media, which means we need to build audiences \u2014 and budgets \u2014 to get the right message in front of the right people. Everyone in the industry can play a role in that.\u201d<\/p>\n

Budgetary Pressures <\/strong><\/p>\n

While posting on social media may seem cost-free, developing impactful campaigns and ensuring they reach the right audiences requires significant financial investment \u2014 something the industry is currently struggling with.<\/p>\n

The Natural Diamond Council (NDC), responsible for global marketing of natural diamonds, has seen its budget slashed by 80% over the past two years. The drop is largely due to the withdrawal of Russian miner Alrosa, following the outbreak of the war in Ukraine.<\/p>\n

\"\"
NDC campaign<\/figcaption><\/figure>\n

In search of long-term solutions, Angola\u2019s Ministry of Mineral Resources, Petroleum and Gas will host a summit on 18 June, bringing together government ministers and industry leaders to explore new funding models. One proposal under consideration is to earmark a portion of rough diamond import revenues for the NDC \u2014 a mechanism that would require multiple layers of government approval.<\/p>\n

Though specifics remain unclear, there are expectations that the Luanda summit could lay the groundwork for a more sustainable financial model to support global marketing efforts.<\/p>\n

Restoring adequate funding, NDC CEO David Kellie has noted, would enable the NDC to sponsor content across key social media platforms, appear where consumers are actively searching \u2014 such as on Google \u2014 and support large-scale educational initiatives for retail sales teams worldwide.<\/p>\n

Retail Partnerships<\/strong><\/p>\n

Amid broader funding challenges, De Beers has significantly ramped up its own marketing investment. The company is spearheading a new beacon jewellery concept, Ombr\u00e9 Desert Diamonds, featuring designs inspired by desert tones \u2014 from warm whites to champagne and amber hues.<\/p>\n

The goal is to create a trend that others in the industry can tap into, echoing past successful \u201cbeacons\u201d like the three-stone and eternity rings. De Beers is providing marketing materials to participating retailers and promoting the concept through digital and media campaigns.<\/p>\n

To further expand reach, De Beers has partnered with major retailers across key markets: Signet Jewelers in the US, Chow Tai Fook in China, and Tanishq in India. It has also tailored programs for independent jewellers in both the US and India.<\/p>\n

The De Beers\u2013Signet collaboration, \u2018Worth the Wait,\u2019 launched in October 2024, aims to reposition natural diamonds within the US bridal segment \u2014 an area where lab-grown alternatives have gained surprising ground.<\/p>\n

With more than 2,300 stores across the country, Signet brings the scale needed to amplify the campaign. A key focus has been training its 18,000 sales associates in natural diamond storytelling \u2014 an effort De Beers executives say remains essential to the initiative\u2019s success.<\/p>\n

Focus on Education <\/strong><\/p>\n

Many in the industry believe that misinformation\u2014or simply a lack of information\u2014at the point of sale has played a significant role in the rise of lab-grown diamonds. According to De Beers research cited by Sally Morrison, Natural Diamonds Marketing Lead at De Beers, 80% of consumers enter jewellery stores intending to buy a natural diamond, yet often walk out with a lab-grown alternative. The reason? Lab-grown diamonds offer more size for less money, and for untrained sales associates, that\u2019s an easier pitch.<\/p>\n

\u201cEducation is key,\u201d said Lisa Bridge, CEO of Ben Bridge Jewelers, during the WFDB panel. \u201cSalespeople don\u2019t want to look bad in front of customers. They need the tools to provide the right information.\u201d<\/p>\n

To address that need, the Natural Diamond Council (NDC) recently launched the Diamond Learning Center\u2014a free, centralised platform offering educational resources to help retail teams better understand and communicate the value of natural diamonds.<\/p>\n

Both the NDC and De Beers are urging the trade not only to share their consumer-facing content but also to spread awareness within the industry that these educational tools exist and are readily available.<\/p>\n

\u201cThe WFDB has a role to play in educating retailers, Morisson stressed.<\/p>\n

Encouragingly, the trade appears to be responding. From the WFDB\u2019s own video campaigns to the upcoming Luanda summit\u2014and initiatives by organisations like the Antwerp World Diamond Centre (AWDC) and the Gem & Jewellery Export Promotion Council (GJEPC)\u2014momentum is building.<\/p>\n

As the battle for consumer loyalty intensifies, industry leaders are rallying around a shared objective: to elevate the image and value of natural diamonds through consistent marketing, strong partnerships, and a renewed focus on education.<\/p>\n

After years of calling for more coordinated marketing, the industry finally seems to be mobilising. While efforts may still appear fragmented, there is growing recognition that everyone has a role to play in spreading the message. With a renewed sense of urgency, there is hope that the message will soon begin to resonate.<\/p>\n

\"\"<\/p>\n

\n

Avi Krawitz is the Founder of \u2018The Diamond Press\u2019 and a leading content creator and consultant in the diamond industry. He is widely recognised for his insightful analysis and storytelling, offering clarity to both industry professionals and curious consumers navigating a complex and evolving market. See more of Avi\u2019s work at <\/em>www.thediamondpress.com<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Diamond analyst Avi Krawitz explores how the natural diamond industry is regrouping and stepping up its marketing game. From global campaigns to retailer partnerships, the trade is rallying around a shared goal: to reshape consumer perception and restore the sparkle to natural diamonds. The natural diamond industry is intensifying its marketing efforts in a bid…<\/p>\n","protected":false},"author":18,"featured_media":32145,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[115,96,100,114],"tags":[],"thb-sponsors":[],"class_list":["post-32144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-innovation","category-diamonds","category-in-focus","category-marketing"],"acf":[],"yoast_head":"\nRallying for the Real Thing: The Natural Diamond Trade Fights Back - Solitaire magazine is a International jewellery magazine - India\u2019s leading B2B gem and jewellery magazine<\/title>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<meta name=\"googlebot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta name=\"bingbot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gjepc.org\/solitaire\/rallying-for-the-real-thing-the-natural-diamond-trade-fights-back\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rallying for the Real Thing: The Natural Diamond Trade Fights Back - Solitaire magazine is a International jewellery magazine - India\u2019s leading B2B gem and jewellery magazine\" \/>\n<meta property=\"og:description\" content=\"Diamond analyst Avi Krawitz explores how the natural diamond industry is regrouping and stepping up its marketing game. 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