Ellah Muchemwa: ADPA to launch Africa's first diamond mining standard next year

The African Diamond Producers Association (ADPA), which is based in Luanda, Angola, and represents the interests of mainly African diamond producers and those with the potential to produce diamonds, will next year launch the Sustainable Development...

04 november 2024

Dmitry Fedorov: I want our jewelry to be displayed at a museum in the future

Dmitry Fedorov is the founder of the eponymous jewelry house. His main focus is the creation of Orthodox-inspired premium luxury jewelry of high artistic merit. He told Rough&Polished about his journey in the jewelry industry, about choosing the ‘Orthodox...

28 october 2024

Responsible business practices ‘no longer optional’, says WDC President Feriel Zerouki

The president of the World Diamond Council takes time out of her busy schedule to tell Rough&Polished readers about the critical work of the WDC. Zerouki, the first female present of the body, which includes all the important industry organizations among...

14 october 2024

James Campbell: Botswana Diamonds optimistic as it enters uncharted territory of using AI for mineral exploration

London-listed Botswana Diamonds has expressed optimism about the company’s use of artificial intelligence (AI) to scan the exploration database in Botswana to look for new mineralised deposits. Company managing director James Campbell told Rough...

07 october 2024

Artur Salyakayev: For me, happiness is freedom to make my ideas happen and create valuable products

Artur Salyakayev is an art entrepreneur, founder of the International Jewelry Academy (IJA) and the INCRUA jewelry company. He has initiated and developed successful projects in jewelry industry and services sector. He is also a leading expert...

30 september 2024

GJEPC welcomes increase in De Beers’ marketing spend

07 september 2017
The Gem & Jewellery Export Promotion Council of India (GJEPC) has welcomed De Beers' decision to increase its current year marketing spend to $140 mn in key markets like US, India and China. De Beers is also increasing its partnership marketing with GJEPC and the Diamond Producers Association (DPA), says a press note from GJEPC.
Praveenshankar Pandya, Chairman-GJEPC, said, “It is extremely heartening to note De Beers announcing the highest ever marketing spend on branded diamond jewellery seen in the last decade or so. This timely decision will go a long way in addressing ever-growing demand for generic diamond promotions to ensure that diamonds take centre-stage in the minds of millennials and boost demand at the retail. The combined generic promotional budget for both De Beers and DPA will top the USD 200 mn mark and this sizeable spend will help in diamond category marketing in the key markets of India, China and the US. This is a good beginning and can help in instilling confidence in the key stakeholders and boosting demand. However, we urge other partners to come forward and add to the marketing budget so as to have a cascading effect on consumers.”
Russell Mehta, Vice Chairman-GJEPC, added, “Buying diamonds is always an emotional decision and it is important to establish the key attributes such as pure, rare and value in the minds of millennials and the Gen-Next. Generic diamond promotion is very essential for the growth of the diamond industry and we have seen recent successes of India-specific campaigns such as ‘Ek Heera Tumhare Heere Ke Liye’ (A diamond for your diamond) initiated during festive season 2016. GJEPC has been at the forefront of teaming up with major diamond producers to start generic marketing of diamonds and we shall continue to pursue such collaborative and mutually beneficial initiatives.”

Aruna Gaitonde, Editor-in-Chief of Asian Bureau, Rough & Polished