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
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
