Blom and Popov Present Outlines of World Diamond Mark Plan

(IDEX Online News) – World Federation of Diamond Bourses (WFDB) President Ernest Blom, and Alex Popov, chair of the World Diamond Mark Foundation (WDMF), explained the outlines of the World Diamond Mark generic diamond marketing campaign at a seminar during the fifth edition of the Antwerp Diamond Trade Fair (ADTF) today (Tuesday).

"We aim to be the chief driving force for the generic marketing of diamonds and jewelry," Blom said in introducing the program. "We know that consumers are not dead-set on buying diamond jewelry as they used to be. We also know that we cannot rely on headlines based on spectacular auctions and other such events to grab the consumers' attention.

"The industry has not done enough to promote and advertise diamonds since De Beers stepped down from that role several years ago. The diamond industry took some steps to create generic advertising, but they never came to fruition.

"We have come up with the World Diamond Mark to address this issue. We have gained the support of key industry players. This is a not-for-profit organization set up in Hong Kong in 2012 by the WFDB to ensure the health of the diamond and jewelry sectors through generic marketing, consumer and media confidence in the integrity in polished diamonds, consistent high quality educational programs and a commitment to ethical standards throughout the supply chain."

The aim is to create a worldwide accreditation and marketing program for the diamond industry. Jewelers will pay a membership fee based on the size of their store to become an Authorized Diamond Dealer which would be checked and renewed every two years. Jewelers recommended by a diamond bourse or associated industry body will be able to join the program.

Popov said the program would start in Turkey in April, and in Hong Kong and China in the summer. "As opposed to what has gone before, this program has started with the grassroots and from the industry itself and not from the top down."