"Telling of diamond stories is at the core of Part of You™ campaign," said Krisztina Kalman-Schueler, WDM Programme Director. "Life is full of stories and diamond retail jewellers have exciting diamond stories to tell. Some of you may have a great story on how you created a fantastic bespoke design piece, while others have stories on consumers gifting diamond jewellery. She added that retailers who try to sell diamond using the 'dry facts' and relying solely on information such as the Four C's, will find themselves in trouble. "Diamond story telling is essential to diamond promotion and to sell diamonds and diamond jewellery more successfully, you need to make the emotional connection between diamonds and the consumers."
