WFDB President Yoram Dvash
We just completed a holiday season that showed mixed results for the natural diamond industry. Sales of natural diamond jewelry were stable, and independent jewelers outperformed large chains. However, synthetic diamonds continued to successfully compete with natural diamond market share.
At we look forward to 2025, it seems that demand for natural diamonds is modestly recovering, driven by stable U.S. markets and potential improvements in China. Analysts are predicting that the natural diamond industry will also see a rise in prices this year.
However, what is clear is that the industry needs to reposition natural diamonds as rare and emotionally significant, to differentiate them from synthetic alternatives.
Recent marketing campaigns by De Beers’ and others are doing just that. The De Beers campaigns, which revived the iconic slogan “A Diamond Is Forever”, building on the historic success of its earlier decades-long campaigns, emphasize the emotional value of natural diamonds while adapting them to modern consumers.
India’s Gem & Jewellery Export Export Promotion Council (GJEPC) has also launched new marketing initiatives to promote natural diamonds. Partnering with De Beers, GJEPC created a program to support independent retailers in India with customized campaigns and training. GJEPC is also collaborating with the Natural Diamond Council in the “Make Sure It’s a Natural Diamond” campaign, urging consumers to choose authentic natural diamonds, with the message “Precious things are crafted.”
The WFDB is also doing its part to reposition natural diamonds as symbols of everlasting love. We have just launched a social media campaign called “Moments” that celebrates the emotional significance of natural diamonds in life’s most cherished memories.
The first post features a mother giving her diamond ring to her daughter, saying ‘This diamond has seen me through life’s most precious moments, and now it will witness yours.’ It adds, “A natural diamond like this isn’t just jewelry – it’s a symbol of permanence, a reminder of the bond we share, and a connection to the love passed down through generations.” The tagline of the campaign is Crafted by Earth, Celebrated by You. There are many more such posts on the way.
Promoting natural diamonds is a key goal of the federation. This campaign is the first of several steps we are planning to portray the beauty and emotion inherent in natural diamonds. We believe that this is the most important direction for the natural diamond industry, which unfortunately has been neglected for many years.
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