Mumbai: IDEX Online has signed an MOU with the World Diamond Mark (WDM) Foundation to promote the WDM marketing campaigns and IDEX products.

After signing at the MOU at the India International Jewellery Show (IIJS) in Mumbai, IDEX chairman Ehud Cohen said he was confident of the benefits of the co-operation for both sides.

“IDEX is pleased to support an initiative that works to bring increased transparency to the industry,” said Cohen. “IDEX fully backs the WDM’s objectives of promoting desirability and confidence in diamonds in core consumer markets.”

“Our cooperation with IDEX constitutes a win-win scenario,” said WDM chairman Alex Popov. “IDEX recognizes and will make its best endeavor to support the ‘WDM Authorised Diamond Dealer®’ programs and their proliferation in the jewelry retail markets. WDM on its part will offer its full support to the global promotion of IDEX.”

Popov added that although WDM has its own communications system in place, the new partnership would provide another channel to the market and help enhance awareness of the WDM’s work through IDEX’s relationship with other stakeholders, industry organizations, jewelry trade organizations and retail associations.

“IDEX is a well-known brand throughout the diamond, gem and jewelry supply pipeline. We are very pleased with this cooperative venture and I am sure it will be beneficial to both parties,” he said.