Export Promotion Council of precious stones and jewelery (Gem & Jewellery Export Promotion Council, GJEPC) and De Beers announced a joint advertising campaign to increase marketing efforts for the promotion of diamonds as a product category. It is expected that the campaign will be launched in India on 10 October.
With the new campaign, the diamond industry seeks to restore the demand for diamonds and jewelery with them. In the last 2-3 years the diamond industry faced serious difficulties because of competition from other products of the premium segment, while the slowdown in global economic growth led to a drop in demand.
Chairman GJEPC Pravinshankar Pandya (Praveenshankar Pandya) said: "Among the stakeholders in the industry for some time conducted a discussion of such a campaign in view of the slowdown in demand for diamond jewelry I am pleased that, together with De Beers, we were able to take the first step in the revival of demand for diamonds. and diamond jewelery. As part of this campaign, we are planning to revive demand in this category and to raise consumer awareness about diamonds and their cost. "
Stiven Luse (Stephen Lussier), executive vice president of De Beers marketing and head of brand Forevermark, said: "De Beers has been working closely with the Council to promote the export of gems and jewelry in the development of a marketing campaign for diamonds as a product category ahead of the key sales season in India. The country remains one of the best performing markets in terms of diamond consumption. Therefore, it is important to protect and develop the diamond industry (India), which will require a clear fix on trust con sumers and consumer demand. With this campaign we aim to maintain and improve preferences to buying diamonds in the Indian market. "
The campaign, which is expected to begin in India on October 10 will be aimed at women aged 25 to 35 years old who lead an active lifestyle and have a craving for romance and self-care. At the beginning of the campaign will run for 3 months through television, print and digital sources. Campaign peak will occur in the upcoming holiday season.
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Petra Diamonds sold "exclusive" pink diamond weighing 32.33 carats from the mine Williamson (Williamson) in Tanzania for $ 15 million.
The average price of a stone is $ 463,965 per carat.
In Petra noted that the company will also receive 10% of the profits from the sale of diamonds after the rough stone cut.
Petra representatives noted that the diamond was bought by Golden Yellow Diamonds on behalf of the MA Anavi Diamond Group. The latter company is engaged in diamond cutting and specializing in the production of large and unique colored diamonds.
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