JEAN-MARC LIEBERHERR, chief executive officer of the Diamond Producers Association (DPA), tells Solitaire about the India launch of the ‘Real is Rare’ promotion that will attempt to bring the shine back to diamond jewellery sales. The campaign, which is slated to run from November 2017 till January 2018, aims to help diamonds reinforce their emotional symbolism as the ultimate expression of love and commitment.
The ‘Real is Rare’ campaign will be rolled out in India this November. So will the communication be skewed towards the wedding/festive season or will it be more generic in nature?
The campaign will be more generic in nature. It’s about taking a fresh look at what diamonds mean in a modern Indian relationship, as opposed to specifically driving bridal purchases or occasions.
Could you share the key findings of the research that DPA conducted in India? What are the key drivers of diamond jewellery sales among Indian consumers?
Obviously, the key drivers of diamond jewellery sales today are occasions/ celebrations, luxury and status. That’s a strong base and there is a strong affinity among Indian consumers for diamonds. Also, there is a long history between India and diamonds. As we went through our research, what was clear is that there is an opportunity to inject more emotional meaning into diamonds than there is today.
At the end of the day, diamonds are an emotional purchase. It’s an emotionally driven product that is a symbol of love and commitment. Expressing emotions is at the centre of what diamonds are. We want to make sure that it remains so, and that diamond purchase and diamond gifting is driven by an emotional meaning rather than a socially prescribed or ritualistic driver.
هذه القصة مأخوذة من طبعة November 2017 من Solitaire International.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة November 2017 من Solitaire International.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
Banking Seminar Gives Trade Reality Check
The banking and finance seminar that took place in Mumbai alongside Signature IIJS discussed the financing challenges in securing credit facing the global trade and possible solutions. A report by Sanjiv Arole.
GJSCI Reveals Winners Of Hupari-inspired Revive Design Contest
The Gem & Jewellery Skill Council of India (GJSCI) recently organised an inter-institute design competition, Revive Design Contest, offering an opportunity for budding jewellery designers to showcase their talent while embracing ancient techniques. Those who made it through the preliminary rounds were taken to the town of Hupari near Kolhapur in Maharashtra, famous for making silver jewellery ornaments.
US Gold Jewellery – An Evolving Industry
The US gold jewellery industry is both sizeable and globally significant. But it faces a range of challenges. MARK HANNA, chief marketing officer at Berkshire Hathaway company Richline Group, the leading jewellery manufacturer in the US, believes the industry can flourish, if it adopts certain key initiatives.
Urgent Need To Upgrade Hupari Silversmiths
Hupari, a small town nestled in the Kolhapur district of Maharashtra, India, is home to nearly 25,000 silver artisans. Jewellery blogger and designer PRERNAA MAKHARIAA narrates her experience of a recent excursion to Hupari as part of the Women’s Jewellery Association (WJA) India.
gjepc conducts 50th agm in mumbai
decides to form trade disciplinary committee.
De Beers Diamond Jewellers Revamps Harrods Store
De Beers is proud to continue its legacy as the ‘Home Of Diamonds Since 1888’ with a refined new store in the Fine Jewellery Room at Harrods.
JJS Gears Up For December Show
The Jaipur Jewellery Show (JJS), the country’s largest combined business-to-business (B2B) and business-to consumer (B2C) jewellery show, will be held from December 22nd to 25th at the Jaipur Exhibition and Convention Centre (JECC) in Sitapura.
HK's 4,455+ Employees Take Part On International Yoga Day
Hari Krishna Group organised a yoga programme on 21st June 2017, International Yoga Day in its factory premises in Surat, and sales offices at BKC and SEEPZ, Mumbai.
GJEPC To Set Up IIGJ Centre In Udupi
The Gem & Jewellery Export Promotion Council (GJEPC) laid the foundation stone for a premier gem and jewellery training institute in Udupi, Karnataka, on June 16th.
US Diamond Jewellery Demand Reaches $41 Bn
Total diamond jewellery demand from US consumers increased 4.4% in 2016 to exceed $40 billion for the first time, according to industry insight data published by De Beers.
