De Beers targets youngsters in new marketing campaign for pure diamonds

De Beers Group is concentrating on youngsters in India, particularly women within the age group of 16 and 18, to develop its pure diamond gross sales within the nation which has emerged is the world’s second largest marketplace for pure diamonds surpassing China. The U.S. is the largest market. 

With an ambition to develop the pure diamond jewelry quantity from 10% of all jewelry offered in India to fifteen% in 5 years, De Beers has introduced to start out a collection of Direct to Client (D2C) campaigns to attraction to new phase of shoppers. 

The corporate, which is the world’s largest diamond participant, on Wednesday unveiled a marketing campaign known as the “Second Ear Piercing Ritual” which is an intrinsic a part of India’s conventional tradition and fashionable rituals, to help development in pure diamond demand from younger generations. The diamond studs within the providing are priced from ₹5,000 to ₹50 lakh and much more. 

Amit Pratihari, MD, De Beers India, stated, “With the revolutionary ‘Love, From Dad’ marketing campaign, we proceed to advertise the distinctive qualities and desirability of pure diamonds, reinforcing their standing as the final word image of putting up with love and significant rituals. This programme not solely strengthens client connections to pure diamonds, but additionally offers retailers with a strategic platform to boost their choices through the festive season and past.”

To amplify this idea nationally, De Beers Group has built-in the programme into its partnership with the Gem & Jewelry Export Promotion Council (GJEPC) by means of the Indian Pure Diamond Retailer Alliance (INDRA), launched earlier this yr. Retailers will register to take part within the alliance to serve clients.