WFDB Launches Natural Diamond Campaign
January 26, 25
(IDEX Online) - The World Federation of Diamond Bourses (WFDB) has launched a social media campaign to promote natural diamonds.
It follows calls by the federation's president Yoram Dvash for long-term, coordinated and consistent campaigns to counter declining demand.
The WFDB campaign, called Moments, highlights the emotional significance of natural diamonds with the tagline Crafted by Earth, Celebrated by You.
The first post features a mother gifting her diamond ring to her daughter, saying: "This diamond has seen me through life's most precious moments, and now it will witness yours."
Dvash said: "We are dedicated to doing our part to place natural diamonds back in their rightful position as symbols of everlasting love.
"This campaign is the first of several steps we are taking to portray the beauty and emotion inherent in natural diamonds."
Last November he acknowledged that De Beers and the Natural Diamond Council are both spending millions of dollars on campaigns with leading retailers, but said it wasn't enough.
"I am concerned that this is too little and too late," he said. "To be successful, campaigns need to be coordinated and to be consistent throughout the year."
He said there hadn't been a major generic marketing campaign for natural diamonds for almost 20 years, when De Beers halted its "A Diamond is Forever" promotion.
Pic shows first post in the Moments social media campaign.