DEF Awarded JCK Grant To Support ‘Diamonds Do Good’ Consumer Initiative

(IDEX Online) – The JCK Industry Fund will again provide a grant to the Diamond Empowerment Fund (D.E.F) in support of its Diamonds Do Good Initiative, a consumer-facing initiative designed to highlight to consumers the collective good works of the diamond and jewelry industry. This year’s grant is $100,000.

Research shows 75% of consumers say they are more likely to purchase a diamond after reading positive stories about how the industry gives back. “Putting forward a positive narrative surrounding diamonds is essential,” says D.E.F president and GIA senior vice president Anna Martin. “Sharing these stories with our customers is not only good for business, it is a responsibility for the entire industry.”

Now in its third year, the Diamonds Do Good Initiative was launched with the help of the JCK Industry Fund, and uses a storytelling format to reach and connect with consumers through hyper-targeted digital destinations and social media. Last year alone achieved 264 million consumer impressions of the Diamonds Do Good message. To help retailers connect these stories with consumers, D.E.F created a digital toolkit with the help of board member Kathy Corey of Day’s Jewelers. The kit can be accessed by clicking here.

A check presentation will take place at this year’s JCK show in Las Vegas where D.E.F. will be kicking off the weekend with its annual Diamonds Do Good Awards on Thursday, May 31 at the Four Seasons Hotel. Says Yancy Weinrich, Senior Vice President of Reed Jewelry Group, and on behalf of the JCK Industry Fund Committee, “We are honored to be part of this passionate community that continues to meet challenges with opportunities for growth and innovation”.

Information on the Diamonds Do Good Initiative can be found in the latest edition of D.E.F.’s GOOD Report.