The Natural Diamond Council’s “Only Natural Diamond” campaign has rekindled the discussion in the jewellery industry of the necessity of generic advertising, particularly in a luxury market where the competition for the consumers’ discretionary income is increasingly strong, and in a new media environment where all companies are constantly searching for fresh and enticing content with which they can appeal to their target audiences.

But can a business model, by which an effective generic marketing platform is financed solely by rough diamond producers, remain sustainable over the long term, or is a broader industry investment required? This and other related issues were tackled in the Jewellery Industry Voices webinar on October 1, 2020, entitled “Cultivating demand for natural diamonds: How to do it & who should pay.”

The blue ribbon panel that was gathered to discuss the issue included Stephen Lussier, Forevermark Chairman and Executive Vice-President, Consumer and Brands, De Beers Group; David Kellie, CEO, Natural Diamond Council; Caryl Capeci, CEO, Chow Tai Fook North America and Hearts On Fire; Edahn Golan, Owner, Edahn Golan Diamond Research & Data; and Gaetano Cavalieri, CIBJO President.

The webinar was co-moderated by Edward Johnson and Steven Benson.