Sourcing

WFDB Joins Efforts to Promote Natural Diamonds With New Campaign

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.

WFDB Moments campaign
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.

WFDB Moments social media post
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.”

 Related stories will be right here … 

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.

The Latest

Jane Fonda, America Ferrera, Mariska Hargitay, Laura Harrier, Mattia Furlani, Gianvito Martino, Sabina Belli in Pomellato International Women’s Day campaign
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD Campaign

The annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.

Yeprem Golden Strada Statement Necklace
CollectionsMar 07, 2025
Piece of the Week: Yeprem’s ‘Golden Strada’ Necklace

The statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.

Kyle Slosson
MajorsMar 07, 2025
Borsheims Names New Senior Security and Facilities Manager

Longtime employee Kyle Slosson has been promoted to the role.

ja-btyb-topimage.png
Brought to you by
Have a Plan for Emergencies

Emergencies can happen anytime, anywhere , and Jewelers of America has what you need to be prepared for it all.

Dan and Hope Wixon with dog
IndependentsMar 06, 2025
Wixon Jewelers to Close After 37 Years

First-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.

Weekly QuizMar 06, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
3.1 Phillip Lim x Guzema Snake necklaces and bracelets
CollectionsMar 06, 2025
Guzema, 3.1 Phillip Lim Collab on New ‘Snake’ Designs

The limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.

Stephen Barnes
IndependentsMar 06, 2025
Stephen Barnes Is the New Owner of IJO

After more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.

national-jeweler_top-image_2.png
Brought to you by
A Diamond ETF is the Way to Reinvigorate Natural Diamond Sales

The jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.

Borsheims Senior Jeweler Jay Wolff
Events & AwardsMar 06, 2025
Borsheims’ ‘Ike-It’ Award Goes to Jeweler

Senior Jeweler Jay Wolff was named employee of the year.

Neiman Marcus Downtown Dallas flagship
MajorsMar 05, 2025
Neiman Marcus’ Dallas Flagship Store to Close, Confirms Saks Global

The 111-year-old store will close following a dispute among Saks Global, a landlord, and the City of Dallas over a small piece of land.

Rolex “Starship Gold” circa 1980 alien watch
AuctionsMar 05, 2025
Sotheby's To Auction 51 ‘Alien’ Watches

The upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.

Jewelers of America logo
MajorsMar 05, 2025
Jewelers of America Unveils 3-Year Strategic Plan

The trade organization, which will mark 120 years of service next year, has a refined focus and a new mission statement.

92NY Building
Events & AwardsMar 05, 2025
92NY Accepting 2025 Jewelry Artist Residency Applications

The application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.

Nethaniel Fuimaono, Sonny Fuimaono, Aaron Fuimaono, Hanson Dang mug shots
CrimeMar 04, 2025
4 Suspects Arrested in Fatal Armed Robbery of California Jewelry Store

Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.

Stock image of a gavel
CrimeMar 04, 2025
NYC Diamond Dealer Pleads Guilty to Lab-Grown Diamond Swaps

Manashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.

For Future Reference Vintage 1940s Necklace
TrendsMar 04, 2025
Amanda’s Style File: Peaceful and Powerful Aquamarine

The March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsMar 04, 2025
The Smart Lab: Using Online Events to Supercharge Sales

Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.

Doja Cat and Selena Gomez at the 2025 Oscars
EditorsMar 03, 2025
Drop Necklaces, Archival Pieces Take Over at the 2025 Oscars

From Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.

Polished diamonds
Policies & IssuesMar 03, 2025
Customs Indefinitely Postpones Requirement to Disclose Country of Mining

Originally slated to take effect in April, official U.S. Customs and Border Protection documents now show the implementation date as “TBD.”

Woman pushing a shopping cart
SurveysMar 03, 2025
Consumer Confidence Fell in February Amid Concerns About the Future

The recent jump in the prices of household staples, like eggs, and the potential impact of tariffs worried consumers.

AGA Gemological Education Scholarship Program Graphic
Events & AwardsMar 03, 2025
AGA Now Accepting Applications for Its Gemological Education Scholarship

The application period for the program is now open for aspiring gemologists around the world.

Porcupine Quilled 3-Band Earrings
CollectionsFeb 28, 2025
Piece of the Week: Ironhorse Quillwork Earrings

The work of Indigenous designer Joe Big Mountain, these earrings are similar to the pair Lily Gladstone just wore to the SAG Awards.

Memorial ring for Sir Richard Rainsford
AuctionsFeb 28, 2025
300-Year-Old Ring With Ties to Witch Trial Judge Up for Auction

A metal detectorist uncovered the ring created in memory of Sir Richard Rainsford, who presided over some of England’s last witch trials.

20250228_MNQ 2025 Jewelry Trends Forecast.jpg
Recorded WebinarsFeb 28, 2025
Watch: 2025 Jewelry Trends Forecast

Fine jewelry consultant and publicist Francesca Simons joins Amanda Gizzi and Natalie Francisco to discuss the trends set to rise this year.

Winnie Harlow, Kyle Kuzma, Stephanie Gottlieb Fine Jewelry Engagement Ring
TrendsFeb 27, 2025
Model Winnie Harlow Says ‘Yes’ to 3-Stone Engagement Ring

Harlow’s partner, NBA player Kyle Kuzma, worked with Vobara to design the ring, which features oval and pear-shaped diamonds.

Winona Ryder Iman Pandora Campaign
MajorsFeb 27, 2025
Winona Ryder, Iman Star in New Pandora Campaign

The Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.

JA Learning Workshop logo
Events & AwardsFeb 27, 2025
JA to Host Workshop During Alabama Jewelers Association Convention

The learning workshop and the convention are both scheduled to take place April 26 and 27 in Montgomery, Alabama.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy