IDI Repeats Successful B2C Promotion

Ramat Gan: Bolstered by the success of its Cyber Monday B2C e-commerce campaign, the Israel Diamond Institute Group of Companies (IDI) has decided to make the pop-up platform a recurring event. IDI has just launched Sweet Valentine: Diamond Deals from Israel, a specially curated mini-site which features heart-themed diamond jewelry and loose diamonds from leading Israeli companies at discounts of up to 40%. The platform is currently live and will continue throughout February 2015.

Sweet Valentine Diamond Deals is offering great deals on rings, necklaces and pendants as well as loose natural white and colored diamonds. For the holiday, in addition to yellow, pink and brown diamonds, the site is offering more exotic colors – orange, green and blue diamonds. List prices range from $369 for a diamond and sapphire pendant to $148,780 for a 1.75 carat radiant fancy green diamond.

IDI’s Cyber Monday B2C digital sales platform, set up in November and December 2014, was deemed an overwhelming success, with many more companies interested in joining this latest promotion. As a result, IDI has decided to create B2C sales platforms in time for holiday gift buying season several times a year. The promotions will be geared to holidays in North America, currently Israel’s largest market, but may be expanded to markets in Asia and other parts of the world.

The Israeli Diamond Industry, historically exclusively B2B, has expanded in recent years into retail sales, with many companies offering loose stones and jewelry online, and some even establishing their own retail chains in Israel and abroad. IDI has provided active support and training to enable more Israeli diamond companies to sell online to businesses and consumers.

IDI Chairman Moti Ganz said that direct online sales are the direction of the future. “Israeli companies are interested in expanding their reach into consumer markets, especially via digital marketing channels. IDI’s role is to provide them with the tools to take advantage of these technologies, easily and inexpensively.”

IDI Managing Director Eli Avidar said, “Our digital department has empowered the Israeli Diamond Industry by providing technological tools specially geared to their needs. IDI has created innovative apps and proprietary software, such as “Find Your Diamond,” runs multi-language portal sites and social media channels, and holds ongoing seminars on digital advances. We are committed to making the fullest possible use of technology in marketing Israeli diamonds.”

Sweet Valentine Diamond Deals will be supported by an intensive marketing campaign in English, Hebrew, Chinese and Russian through the internet, social media, email, press releases and banners.