DEF Unveils Retailer Merchandising Kit

(IDEX Online News) – The Diamond Empowerment Fund (DEF) will introduce a preview of support materials to accompany its lineup of DEF-benefit products at the upcoming JCK Las Vegas tradeshow.

The products include the Empowerment Charm, a collector’s edition charm crafted in sterling silver with Swarovski Elements, offered by the Richline Group; the Empowerment Green Bracelet, an updated version of the original green malachite beaded bracelet with diamond accents on the bezel offered by Simmons Jewelry Company and Empowerment Rings, part of Royal Asscher’s Stars of Africa and Shining Stars Collection.

During the show, DEF wants to give feedback and suggestions on the sales support materials for the final versions, which will be produced in time for the fall-selling season.

To increase awareness of its mission, the DEF is offering a number of initiatives at its booth, which will be located just outside the area encompassing LUXURY by JCK.

The booth will boast two flat-screen televisions, one of which will feature video from students attending DEF-funded schools in Africa, and the other—a Samsung 51-inch plasma TV – will be raffled off to raise money to support DEF’s mission of funding education initiatives in African diamond-producing nations. The raffle winner will be chosen on June 4 at 11:15 am at the booth.

On Friday, June 1 at 3 pm, DEF will host “Conversation with Joseph,” featuring Joseph Munyambanza, a graduate of the African Leadership Academy, which receives funding from DEF. Munyambanza will be at the booth throughout the day to meet industry leaders and greet visitors, and will be part of the Diamonds For Good panel discussion taking place on Saturday, June 2 at 4 p.m.

Also on Saturday, June 2 from 11 am-3 pm, visitors are invited to meet International Model of the Year and DEF Angel Ambassador Flaviana from Tanzania, and Angel Ambassador and Top Model Nicola Breytenbach-Steiner from South Africa. Both are committed to the importance of DEF’s mission to Africa and actively advocate on DEF’s behalf.

DEF’s mission is to raise money to fund education initiatives in African diamond-producing nations.