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GJEPC and De Beers Jointly Launch Campaign for Diamond Jewelry

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(Press Release) The Gem & Jewellery Export Promotion Council (GJEPC), apex Gem & Jewellery body of India and De Beers, have jointly announced the launch of a generic promotion campaign for diamonds. With this campaign, the industry has started its effort to revive the demand for diamonds and diamond jewelry. The industry has witnessed a hard phase during the last two to three years due to other competitive products, and the global economic slowdown has further resulted in slow demand for diamond jewelry in the consumer segment. The generic marketing of diamonds was a need of the hour for the industry to revive its sales.

GJEPC Chairman Praveenshankar Pandya said, “Looking at the slow demand for diamond jewellery, the deliberation among the industry stakeholders for such a campaign has been going on since some time now. I am glad that along with De Beers we have been able to take the first step in reviving the demand for diamond and diamond jewellery. Through this campaign, we expect to bring back the excitement back to the category and increase the consumers’ awareness about the diamonds and its prices.”

Stephen Lussier, executive vice president of marketing for De Beers Group and CEO of Forevermark, said, “De Beers is working closely with the Gem & Jewellery Export Promotion Council to develop a category-based marketing campaign over the key selling season in India. India continues to be one of the top performing markets where diamond consumption is concerned. It is thus imperative to protect and grow diamond equity and this will require a sharp focus on consumer confidence and consumer demand. With this campaign we aim to retain and mature the preference and purchase of diamonds in this market.”

The campaign, which was expected to launch on Oct. 10, targets women falling in the age group between 25 to 35 who have hectic lifestyles and crave for romance and pampering. As a start, the campaign would run for three months across TV, print and digital. Promotion will be at its peak during the forthcoming festive season such as Dusshera, Dhanteras, Diwali, Karwa Chauth and Christmas. A special website has been created for the campaign where customers can find the retailers’ names, addresses and contact numbers. Co-branded activities have also been planned.

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