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Magazine > Industry News > News Content

WDC launches diamond Web site and ad campaign

9/6/2006 2:10:04 PM

SEPTEMBER 05, 2006 - New York -- As the release of The Blood Diamond looms, the industry continued to ramp up its proactive response to the film, hoping to balance out any negative perceptions the movie might leave.

The latest move in the industry-wide education campaign, headed by the World Diamond Council (WDC) is the official launch of the informational Web site, www.diamondfacts.org and a broad-based advertising effort.

The campaign includes full-page print ads in 10 major United States and international papers including the The New York Times, USA Today, the Los Angeles Times, The Times (UK) , International Herald Tribune and Financial Times. According to a media release, the ads will begin running Wednesday.

The Web site will offer information about diamonds—from the history of the trade to the social and economic benefits diamonds provide nations around the world. It will also highlight how the industry continues to confront the conflict diamond issue directly.

"The primary goal of Diamondfacts.org is to offer people a wealth of factual, balanced information about diamonds," said Eli Izhakoff, chairman of the WDC, in the release. "We want people to feel good about their diamond purchases, so we attempted to help eliminate some of the myths and misperceptions about the industry. We tapped countless academics, industry organizations, and other experts to ensure that the information we publish on the site is accurate and offers many perspectives and points of view."

The site details how diamonds make a difference globally, from the countries where they are mined to those where they are sold and polished, creating jobs and opportunities. The Web site also sheds light on the role of diamonds, especially in southern Africa, in supporting healthcare, education and other infrastructure needs. Specifically, the site explains how diamonds help tackle the HIV/AIDS pandemic by helping to fund necessary counseling, testing, education, treatment programs, clinics and hospices and homes and care for orphans. Also featured on the site are personal stories from people whose lives have been changed because of diamonds.

In tackling the conflict diamond issue head-on, the site provides information on the progress the industry has made in virtually eliminating the trade in the illicit gems. Since the issue first garnered the spotlight in the late 1990s, the industry has made strides in reducing the trade in conflict diamonds from 4 percent of the world's rough diamond output in 2000 to less than 1 percent today. A primary reason for the reduction has been the Kimberley Process (KP), endorsed by the United Nations (U.N.) in 2003. This system of tracking rough diamonds across international borders was developed with the diamond industry, along with the U.N., more than 45 individual governments and several non-governmental organizations.

Diamondfacts.org includes details on how retailers and the jewelry trade can guarantee the diamonds they sell are conflict-free and how consumers can buy diamonds with confidence. Visitors are able to walk step-by-step through the KP and system of warranties, hear from experts on the issue and keep abreast of the latest news.

The site is just one piece of the industry-wide education initiative that launched earlier this year. Along with the WDC, the campaign includes organizations such as the American Gem Society, the Diamond Dealers Club, Diamond Manufacturers and Importers Association of America, Jewelers Vigilance Committee, Jewelry Information Center and the Manufacturing Jewelers and Suppliers of America.

For more information visit www.diamondfacts.org.

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