SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? SourcingJan 28, 2025
WFDB Joins Efforts to Promote Natural Diamonds With New Campaign
The “Moments” social media campaign emphasizes the emotional ties between natural diamonds and life’s special milestones.
The World Federation of Diamond Bourses recently debuted “Moments,” a new social media campaign to promote natural diamonds. (Photo courtesy of WFDB)
Antwerp—The World Federation of Diamond Bourses has debuted a new social media campaign to promote natural diamonds.
Dubbed “Moments,” the campaign highlights the emotional ties between natural diamonds and life’s special moments.
The tagline is “Crafted by Earth, Celebrated by You.”
WFDB said the campaign will run on Instagram and Facebook, with three posts shared each month for the next four months.
The first post features a mother gifting a diamond ring to her daughter, emphasizing how diamond jewelry can symbolize a bond and connections through generations.
The text reads in part, “This diamond has seen me through life’s most precious moments, and now it will witness yours.”
The organization is also asking the members of its bourses to share any personal experiences they think might be a good fit for the campaign.
“We are dedicated to doing our part to place natural diamonds back in their rightful position as symbols of everlasting love,” WFDB President Yoram Dvash said.
In a letter to WFDB members, Dvash said the holiday season showed mixed results for the natural diamond industry, as lab-grown diamonds continued to compete with natural stones for market share.
He noted that demand for natural diamonds is “modestly recovering,” driven by a stable U.S. market and “potential improvements” in China, adding that analysts expect natural diamond prices to rise this year.
“However, what is clear is that the industry needs to reposition natural diamonds as rare and emotionally significant, to differentiate them from synthetic alternatives,” wrote Dvash.
“Promoting natural diamonds is a key goal of the federation. This campaign is the first of several steps we are planning to portray the beauty and emotion inherent in natural diamonds.”
Related stories will be right here …
Dubbed “Moments,” the campaign highlights the emotional ties between natural diamonds and life’s special moments.
The tagline is “Crafted by Earth, Celebrated by You.”
WFDB said the campaign will run on Instagram and Facebook, with three posts shared each month for the next four months.
The first post features a mother gifting a diamond ring to her daughter, emphasizing how diamond jewelry can symbolize a bond and connections through generations.
The first post of WFDB’s “Moments” campaign highlights the connection between a mother and daughter.
The text reads in part, “This diamond has seen me through life’s most precious moments, and now it will witness yours.”
The organization is also asking the members of its bourses to share any personal experiences they think might be a good fit for the campaign.
“We are dedicated to doing our part to place natural diamonds back in their rightful position as symbols of everlasting love,” WFDB President Yoram Dvash said.
In a letter to WFDB members, Dvash said the holiday season showed mixed results for the natural diamond industry, as lab-grown diamonds continued to compete with natural stones for market share.
He noted that demand for natural diamonds is “modestly recovering,” driven by a stable U.S. market and “potential improvements” in China, adding that analysts expect natural diamond prices to rise this year.
“However, what is clear is that the industry needs to reposition natural diamonds as rare and emotionally significant, to differentiate them from synthetic alternatives,” wrote Dvash.
“Promoting natural diamonds is a key goal of the federation. This campaign is the first of several steps we are planning to portray the beauty and emotion inherent in natural diamonds.”
WFDB joins a slew of industry heavyweights with the same goal—promoting natural diamonds.
De Beers Group’s U.S. holiday marketing campaign, which again used the famous “A Diamond Is Forever” tagline, encouraged consumers to celebrate with natural diamonds.
The diamond giant announced a partnership with Signet Jewelers in May 2024, releasing a new natural diamond campaign in October.
De Beers also is working with the Gem & Jewellery Export Promotion Council to promote natural diamonds in India.
The Natural Diamond Council shares the same mission, releasing its “Real. Rare. Responsible” campaign in June.
It is set in Canada’s Northwest Territories and stars English actress Lily James.
More on Sourcing
The Latest
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
Weekly QuizJul 10, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director Eric Ford will step into the role, bringing with him decades of experience.
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in SeptemberIts sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as HoneyInspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry DesignThe brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb JewelerGoldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.
MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the AmericasLongtime LVMH executive Michael Burke has stepped into the role.
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.
