LENDING HER SHINE TO DIAMONDS: THE NEW-AGE BRAND AMBASSADOR
Diamond World|January - February 2023
There was a time when brand ambassadors of high-end jewellery labels played a relatively small role that of ensuring the brands wore a flamboyant look. And they did this mainly by promoting diamonds and jewellery as symbols of love and luxury. Nowadays, however, things have changed. Today, labels prefer to adopt a responsible demeanour, while focusing on matters such as sustainability, transparency and ethical sourcing. Due to this change, brands look for strong and influential women who lend their perspective and shine to the partnership, rather than merely being a face representing the brand, observes says Priyanka Talreja Garegrat
LENDING HER SHINE TO DIAMONDS: THE NEW-AGE BRAND AMBASSADOR

In recent years, the fashion and luxury industries have come under scrutiny for their lack of diversity and inclusivity. High-end jewellery brands are no exception. To better align with the values and desires of their customers, the diamond industry has actively worked towards featuring a more diverse group of brand ambassadors, encompassing women of different races, ethnicities and sexual orientation. This reflects a growing recognition that consumers are looking for brands that they can relate to, and see themselves in. Of late, brands such as Tiffany, Cartier and Bvlgari have chosen to work with women who are known for their advocacy work, philanthropy and powerful media presence.

One such example was seen when Tiffany & Co. unveiled the Tiffany Lock collection worldwide, enlisting the K-pop sensation, Rosé, from the girl group, Blackpink, for its campaign. According to the brand, Rosé exemplifies the contemporary Tiffany & Co. woman and exudes the same vibe as the Tiffany Lock collection. The campaign featuring Rosé reached a global audience, thanks to her massive following, and increased awareness of the Tiffany & Co. brand worldwide.

In a similar fashion, Bvlgari unveiled its new ambassadors, Zendaya and Naomi Scott, along with three others. The CEO explained that the choice of Zendaya was due to her embodiment of Generation-Z, while Naomi Scott's British-Indian background represented Bvlgari's commitment to inclusivity. By appointing these ambassadors, the brand aims to nationality, embracing a global audience and recognizing its universal appeal.

Denne historien er fra January - February 2023-utgaven av Diamond World.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

Denne historien er fra January - February 2023-utgaven av Diamond World.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

FLERE HISTORIER FRA DIAMOND WORLDSe alt
GJEPC's IIJS Tritiya: A Grand Showcase of Indian Jewellery Excellence
Diamond World

GJEPC's IIJS Tritiya: A Grand Showcase of Indian Jewellery Excellence

The latest edition of IIJS Tritiya surpassed its predecessor in scale and sophistication, boasting a staggering 900 exhibitors and 1,900 stalls spread across 40,000 square meters. Serving as an expansive marketplace, it facilitated crucial connections and collaborations for industry players, drawing over 15,000 pre-registered visitors from 500 cities in India and 60 countries, which emphasizes its global importance.

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4 mins  |
March - April 2024
Venus Jewel ETHICAL SOURCING, RESPONSIBLE MANUFACTURING AT THE CORE OF VENUS JEWEL
Diamond World

Venus Jewel ETHICAL SOURCING, RESPONSIBLE MANUFACTURING AT THE CORE OF VENUS JEWEL

Venus Jewel began its journey with a vision to revolutionize the industry, and took the bold step of becoming the first to specialize in premium size natural diamond manufacturing in India. This pioneering approach has allowed the company to differentiate itself from competitors, and cater to a unique market segment

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4 mins  |
March - April 2024
GemGenève BUDDING DESIGNERS TO WATCH OUT FOR AT GEMGENEVE
Diamond World

GemGenève BUDDING DESIGNERS TO WATCH OUT FOR AT GEMGENEVE

Visitors to GemGenève's forthcoming edition, between May 9 and May 12, 2024, at Palexpo Hall 1, should not miss the amazing space known as the Designer Village. Bringing together rising stars of the gem and jewellery industry, the Village offers an uplifting overview of some of the most promising talents

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3 mins  |
March - April 2024
Russian Diamond Imports ROUGH DIAMOND IMPORT DOWN BY 8% OWING TO G7-EU BAN: GJEPC
Diamond World

Russian Diamond Imports ROUGH DIAMOND IMPORT DOWN BY 8% OWING TO G7-EU BAN: GJEPC

The phased ban on the import of Russian diamonds imposed by the G7 nations and the EU has thrown the global industry out of gear - India is particularly concerned as the livelihood of millions of people might be impacted. Vipul Shah, Chairman, GJEPC, talks to Suneeta Kaul about the steps that are being taken to address the challenges and mitigate the situation

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5 mins  |
March - April 2024
THE NEW JEWEL IN TOWN: LAB-GROWN DIAMOND JEWELLERY TAKES CENTRE STAGE
Diamond World

THE NEW JEWEL IN TOWN: LAB-GROWN DIAMOND JEWELLERY TAKES CENTRE STAGE

Lab-grown diamond jewellery is not a fad. While many Indian retailers choose to be circumspect about jewellery laden with labgrown diamonds, which are chemically, optically and physically identical to natural diamonds, there is most definitely a revolution happening in this space, driven by demand backed by sheer affordability

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10+ mins  |
March - April 2024
Guinness World Records Recognizes Largest Tanzanite Sculpture
Diamond World

Guinness World Records Recognizes Largest Tanzanite Sculpture

On March 9, 2024, a momentous occasion took place at the Rice Northwest Museum of Rocks & Minerals in Hillsboro, Oregon, marking a historic milestone in the world of gemstones.

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1 min  |
March - April 2024
Signet Jewelers Reports 6.3% Decline in Q4
Diamond World

Signet Jewelers Reports 6.3% Decline in Q4

Signet Jewelers reported a 6.3% decline in total sales to $2.5 billion during the quarter that ended February 3, 2024. Same-store sales were down 9.6%, compared to the previous year.

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1 min  |
March - April 2024
GIA Opens New Lab in Dubai
Diamond World

GIA Opens New Lab in Dubai

Gemological Institute of America (GIA) opened a new, state-of-the-art diamond grading laboratory, GIA Laboratory DMCC (Dubai Multi Commodities Centre) in Dubai on February 19, 2024.

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1 min  |
March - April 2024
WFDB Concludes Annual Presidents' Meeting in Shanghai
Diamond World

WFDB Concludes Annual Presidents' Meeting in Shanghai

The World Federation of Diamond Bourses (WFDB) concluded its annual Presidents’ Meeting for 2024, held in Shanghai, China.

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1 min  |
March - April 2024
GJEPC Presents 50th India Gem & Jewellery Awards to Export Leaders
Diamond World

GJEPC Presents 50th India Gem & Jewellery Awards to Export Leaders

The Gem & Jewellery Export Promotion Council (GJEPC) presented the coveted 50th India Gem & Jewellery Awards (IGJA, to exporters.

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1 min  |
March - April 2024