Hong Kong: The World Diamond Mark Foundation (WDM) has soft-launched its global diamond promotion campaign with the emphasis on diamond jewellery retailers. It includes the brand-new B2C website www.passion.diamonds and corresponding social media channels. The campaign, released under the slogan “Part of You™,” aims to enthuse consumers for diamonds, by engaging them with human stories about diamonds and diamond jewellery, and direct them to retailers who have joined the WDM Authorised Diamond Dealer programme.

“This is an important milestone for the international diamond trade community,” said Krisztina Kalman-Schueler, the WDM programme director. “The launch of the www.passion.diamonds website and with it the Part of You™ campaign is the first highly visible step the diamond industry and trade is taking with diamond promotion in the public realm and with it has set the tone for the mid-stream industry’s active involvement in promoting and marketing diamonds to the end-consumer.”