Platinum’s rare nature gives it additional value and appeal

Huw Daniel is the CEO of Platinum Guild International, overseeing market development activities in China, Japan, India and the USA, on behalf of the platinum producers of South Africa. Before taking up this role in 2015, Huw ran PGI USA for 12 years...

13 september 2021

Marco Carniello: We want to continue to be the engine boosting the jewellery industry

Italian Exhibition Group (IEG) is a leader in Italy in the organisation of trade fairs and one of the main operators in the trade fair and conference sector at European level, with structures in Rimini and Vicenza, as well as further sites in...

06 september 2021

There is a significant need for smart and technological financial solutions in the diamond industry

MDPS, the Israeli start-up Fintech company from the Mazalit Group is gearing up to enter the diamond industry soon. Zeev Maimon, the CEO of MDPS is also the Founder / CEO of MAZALIT, a B2B payment platform designed and dedicated to the global diamond...

30 august 2021

The future for synthetics lies in that it has become possible to grow a stone you want and make what you want out of it

Alex Popov, President of the Moscow Diamond Exchange and head of the Âme jewelry brand, which uses lab-grown diamonds to produce jewelry, sat for an interview with Rough&Polished sharing his views on the coexistence of natural and man-made diamonds in...

23 august 2021

De Beers’ GemFair ropes in more than 160 Sierra Leone artisanal miners

De Beers inaugurated its GemFair pilot programme in Sierra Leone’s Kono District with 14-member mine sites in 2018 to create a secure route to market for ethically sourced artisanal and small-scale diamonds. GemFair programme manager Ruby Stocklin-Weinberg...

16 august 2021

“Ek Heera” campaign launched in Indian consumer media

13 october 2016
The joint generic promotion campaign by the Gem & Jewellery Export Promotion Council of India (GJEPC) and the De Beers Group of Companies, “Ek Heera Aapke Heere ke Liye” (Only a diamond is worthy of your diamond) was launched in India on Oct. 10 and 11, 2016. Print ads were released in Delhi and Mumbai to coincide with the Dussehra festival of the goddess Durga and thereby celebrating shakti or woman power. Interestingly, the Indian campaign is built around the concept of valuing the woman and her role in the life of her partner/husband/family. 
The campaign “is about the appreciation of a husband for his wife for the little things that she does which makes his life, a life worth living”, De Beers said in a press release. It elaborated on the theme saying: “The wife is at the core of the commercial and depicts how she is the soul of the household and how everyone’s life is better because of the love care and concern she shows them and how she completes them. It signifies that every woman is the diamond in her husband’s life and is truly deserving of a diamond as appreciation of all the effort she puts in for her family.”
Sachin Jain, President, Forevermark commented: “India is one of the top performing markets for diamond consumption in the world. De Beers and GJEPC have worked closely together to create a campaign for Indian audiences this festive season to sustain and further grow diamond equity in the minds of our audience. This campaign will focus on retaining the consumer preference for diamonds while reinforcing consumer confidence and demand for diamond jewellery, in the market.”
The campaign will use a spectrum of media across the  board – from print and TV to new age media. The   print ads are expected  to reach about 30 cities and towns.

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