Consumer confidence is a paramount
By using IDMA canvas, Jean-Marc Lieberherr, CEO, Diamond Producers Association focused on buyer & their confidence! Consumer confidence is a paramount concern for the diamond industry. If consumers are confused about the authenticity of the diamond, or mislead by the marketing communications of a jeweler, they will feel deceived. Deception is a world away from the feelings instinctively evoked by a diamond - preciousness and warmth.
Words matter. Diamonds contribute to the life and livelihood of more ten million people worldwide. Diamonds have an emotional value to consumers and a societal value to producer countries and cutting centers. Words matter to each one of us participants in the diamond industry.
Some try to blur the line between diamonds and synthetic diamonds. That's dishonest to consumers. Both products provide benefits to consumers, but of very different kind. It's important that consumers can clearly distinguish between them.
The recent introduction of an industry wide agreed terminology for diamonds and synthetic diamonds is a significant step towards more clarity and transparency for the consumer. By calling synthetic diamonds ''synthetic diamonds', 'laboratory-created diamonds' or 'laboratory-grown diamonds' - the only three descriptors supported by the ISO Standards and by the CIBJO Blue Book - we provide consumers with clarity and consistency that builds trust.
These seemingly small nuances of semantics are key to protecting the diamond dream. They are vital to consumer confidence in our product and in our industry, simply because, there is a unique feeling that comes from the being able to hold in the palm of your hand a treasure that is close to the age of the Earth itself. That connection is special, and it's real.
Jean-Marc said, “We are privileged to work with a product that holds such a special place in people's heart. We are fiercely protective of the value consumers attribute to their diamond - be it a reminder of a grandmother's care, a promise for a better future, or the enduring quality of a partner's love.”
