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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.”
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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.
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