Mumbai: (By David Kellie, CEO of DPA) As the COVID-19 outbreak continues to disrupt communities and businesses around the world, the livelihood of many people in our industry is at stake. It is in these moments of hardship that we need to work together, support each other, and focus on strategically building the common path to a sustainable recovery.
Local jewelry stores and retailers, many of which are family-owned for generations and comprise a large and important aspect of the industry are particularly vulnerable during this crisis. In response, the International Diamond Manufacturers Association (IDMA) has joined forces to form the Jeweler Support Network to provide assistance to independent jewelers. Our goal with this initiative is to keep the trade engaged by providing skill building opportunities with free e-learning programs and webinars, financial guidance and legal support, and a platform where retailers can connect and share their stories. We want to minimize the disruption caused by COVID-19 and ensure that when the world is ready to reopen, retailers are too.
Visit jewelersupportnetwork.com in the US and jewellersupportnetwork.com in the UK for more details and don’t forget to register for the available webinars!
In addition to the trade campaign we have also launched a consumer campaign Support Your Local Jeweler, to remind consumers that independent jewelers need their support now more than ever. Reaching consumers through social media, and eventually as retailers begin to reopen for business with an advertising campaign, we’ll reinforce the values of independent jewelers and their service to local communities.
Though it is difficult at this time for consumers to be thinking about jewelry, we believe that diamond jewelry is well positioned to connect with consumers as the world begins to reopen. Consumer respect and appreciation for all things natural will be enhanced by the crisis, as will the desire for connection between friends and loved ones. Both trends will favor natural diamondo jewelry – a meaningful purchase to celebrate life’s moments, big or small.
The current situation has given us time to re-think our strategies, and has forced us to adapt, innovate and ultimately grow. The world is changing faster than ever. How we connect with consumers is forever changed, but change is essential to staying relevant and, as tough as it is for the industry now, I’m confident we will emerge from this stronger than before.
Together with the team at the Diamond Producers Association, I look forward to working together and I hope we can count on your support as we set forth in our new work!
(Article courtesy IDMA Newsletter)
