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Diamonds Do Good To Launch ‘5th C = Community’ Consumer Initiative During JCK 2021

‘This is the real story behind diamonds and their value.’




(PRESS RELEASE) NEW YORK —Diamonds Do Good (DDG) returns to JCK, this year sponsoring the Design Collective Lounge located at the main entrance to the 2021 Show.

Its focus during the show will be to introduce retailers to the consumer-centered 5th C = Community narrative. “Traditional 4C’s of Diamonds are tactical tools to describe the physical characteristics of a diamond but are devoid of the emotion and passion natural diamonds represent,” says DDG President Rebecca Foerster, also president of Alrosa U.S.A. “Today’s consumers want more than comparative characteristics – they want to know the positive impact they have on people and communities. This is the real story behind diamonds and their value.”

To encourage attendees to show their own community-giving, for a $100 donation they will receive a “Good” Bag and share how they support their community on DDG’s Community Wall. All those who donate will be entered into a drawing, with the winner to share half the proceeds from the three-day drive with their charity of choice. Included in the Good Bag will be the soon-to-be retired Green Bracelet made famous by Kimora Lee Simmons.

Diamonds Do Good’s panel discussion, “Unlocking the Potential of Community – the 5th C” will be featured on the JCK Showcase Stage Saturday, August 28 at 3pm. Benjamin Smithee of The Smithee Group, Jackie Brooks from Bottom Line Marketing, and Madison Harvey from Diamonds Do Good will share how to communicate this important initiative to consumers and sales associates alike.



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