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
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
