Diamond Marketing Focus of Seminar at Brilliant

Antwerp: BrilliAnt – the Antwerp Diamond Trade Fair has published its seminar programme schedule for the three-day show. The seminars, to be presented by the World Diamond Mark Foundation (WDM), HRD Antwerp NV and the Diamond Producers Association (DPA), will focus on many aspects of diamond and diamond jewellery marketing.

The seminar programme will kick off on Sunday, January 29, at 14:30, with a presentation by the World Diamond Mark entitled ‘Driving traffic to retailers – the World Diamond® Mark Model. ‘ The WDM’s Programme Director Krisztina Kalman-Schueler and Communications Director Ya’akov Almor will offer a preview of the WDM’s new consumer oriented website and programmes, and demonstrate how digital marketing channels have become the most effective and affordable marketing tools to reach consumers and drive traffic to retail jewellers.

On Monday, January 30, at 09.30 a.m., Laurence Vandenborre, Senior Lector Education of HRD Antwerp NV will offer ‘Tips and tools on how to hone your B2C skills and boost your jewellery business.’ Also on Monday, at 12.00, Jean Marc Lieberherr, CEO of the DPA, will speak about the DPA’s ‘Real is Rare™’ campaign. The WDM seminar will be repeated on Tuesday, January 31, at 09.30 a.m.

“The 2016 report on the state of the diamond industry released by Bain & Co. and the Antwerp World Diamond Centre clearly indicates, contrary to common belief, that the Millennial generation are the largest and most important consumer group that buys diamonds and diamond jewellery,” said Daniel Fraenkel, a member of BrilliAnt – the ATDF’s Organising Committee.

“To engage Millennials and other categories, however, our industry needs to adopt new methods, tools and programmes,”. “We are therefore very pleased to have Jean Marc Lieberherr of the DPA, the WDM team and Laurence Vandenborre of our own HRD as speakers in the seminar programme, shedding light on the various aspects and the work done for and on behalf of our industry. We encourage our visitors, most of whom are retail jewellers, to take advantage of this excellent programme.” Fraenkel stated.

All seminars will be held in the boardroom, of the Antwerp Diamond Bourse, on the first floor of the bourse, just a few steps away from both the trading halls.

BrilliAnt – the Antwerp Diamond Trade Fair is a joint initiative of the Bourse, Club and the Antwerp Diamond Kring, and is powered by the Antwerp World Diamond Centre (AWDC).