Hong Kong: First, The World Diamond Mark (WDM) was created by the World Federation of Diamond Bourses to rekindle consumers’ desire for diamonds and diamond jewellery, build trust in the retail jeweller, and consequently to boost demand for natural diamonds throughout the diamond supply pipeline.
Operating as the industry’s catalyst, WDM aims to engage all diamond industry stakeholders, and invites them to participate in WDM’s programmes. IDMA, GJEPC and many other industry stakeholders have already joined the WDM.
Secondly, the Diamond Producers’ Association (DPA) targets the consumer with Rare is Real™ campaign. The rest is up to the downstream market!
DPA focuses on a single segment of the market, the Millennials, with a long-term objective of influencing the mindset of this category of consumers.
On the other hand, the WDM addresses the consumer touch points at the retail level and offers promotional tools and marketing collaterals to the retailers to use and to create immediate sales.
The WDM consumer-oriented campaign addresses all categories of consumers with a slogan that will be launched in December 2016 on our B2C website www.passion.diamonds. But while the website www.passion.diamonds is aimed at the consumer, its goal is to drive consumer traffic to the participating WDM retailers!
The premise of the soon-to-come WDM consumer-oriented campaign is based on story telling.
Each diamond is unique equally, like the stories of the people who own and wear them. You may have been given your diamond as a symbol of love, or maybe you purchased it after you saw someone wearing her or his own diamond, attracted by its sparkle and the impact it creates. The WDM creates and collects inspiring diamond stories and promotes people’s own diamond stories to the consumers. Each person comes to life as a unique being, just like the diamonds they are wearing.
These stories are in sync with local culture, offer marketing collateral to local retailers, appeal to the consumers’ emotions and ultimately engage the consumer in a conversation.
