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DTC talks consumer confidence, global marketing at road show

Author: Ramat Gan, Israel 10/28/2006 6:30:50 PM

For the second time in as many years, the Diamond Trading Co. (DTC) hit the road—starting with Israel—to address non-sightholders about issues that impact the diamond industry.

DTC representatives were invited to speak by Israel Diamond Exchange President Avi Paz and former World Federation of Diamond Bourses President Shmuel Schnitzer. Last year, the DTC addressed diamantaires here as well as in Mumbai and Antwerp.

"In the 21st century, information is the most important business asset," said Paz at the event. "What we hear today will influence the entire industry, including Israel."

Consumer confidence and global marketing were the topics in a seminar titled "An Industry Call to Action." Andre Marais, consumer confidence manager, and Louise Prior, communications manager, represented the DTC.

In her presentation, Prior acknowledged that in the past the DTC had not communicated enough with the industry. She discussed the company's involvement with Israel over the past year and noted that Diamdel's Central Processing Office—which will serve 500 non-sightholder customers around the world—will open in January.

Despite challenges in terms of profitability, liquidity and consumer confidence, Prior said the global diamond business continues to grow, and that 2006 is expected to be a good year at the retail level. For the year, she said the DTC will invest $200 million globally to promote diamond jewelry sales, with additional funds earmarked to drive consumer demand in the United States during the second half.

Marais touched on challenges to consumer confidence, including conflict diamonds, money-laundering, and treated and synthetic diamonds, along with humanitarian and environmental abuses. He said the industry must ensure the integrity of the entire supply chain.

"The industry must be vigilant," he said. "Disclosure must be proactive, accurate and complete. It's the responsibility of each and every member."

As the industry braces for the release of the film Blood Diamond in mid December, both speakers highlighted the success of the Kimberley Process, the System of Warrantees and addressing conflict diamonds. Thanks to the cooperation of the industry, 68 governments, the United Nations and non-governmental organizations, they noted how within three years 99.8 percent of rough diamonds are said to be conflict-free.

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