MajorsNov 10, 2025
Jewelers Focus on Love, Joy In 2025 Holiday Campaigns Tiffany & Co., David Yurman, and Pandora have launched holiday campaigns depicting their jewelry as symbols of affection and happiness.
Events & AwardsJun 08, 2017
In Vegas, a Discussion on Changing the Diamond Narrative
Panelists from the GIA, De Beers and ABN Amro bank convened Tuesday morning for a panel discussion organized by diamond supplier SRK Exports.
Las Vegas--To preserve the value of diamonds in the eyes of the next generation’s consumers, there’s a job to be done by stakeholders at every point in the diamond pipeline, according to a panel of experts convened at JCK Las Vegas.
The panel, sponsored by SRK Exports (Shree Ramkrishna Exports Pvt. Ltd.), a global polished diamond supplier and De Beers sightholder, was organized to celebrate SRK’s new branding strategy and latest e-commerce platform.
It featured moderator Rob Bates, news director of JCK magazine, and panelists Tom Moses, executive vice president and chief laboratory and research officer at the Gemological Institute of America; Erik Jens, CEO, Diamond and Jewellery clients, ABN Amro bank; and Paul Rowley, executive vice president of global sightholder sales at De Beers.
“We need to understand how our customers are changing,” said Rowley. “Storytelling should be key, because that’s the way to reach today’s consumers.”
The GIA’s Moses then told a story about viewing the Hope Diamond during a behind-the-scenes visit to the Smithsonian Institution’s gem collection at the Janet Annenberg Hooker Hall of Geology, Gems and Minerals in Washington, D.C.
There, he learned a story about the last owner of the Hope Diamond, Evalyn Walsh McLean, who along with wearing the diamond regularly, also allowed the children in her household to play hide-and-seek with the famous gem--even while outdoors.
“That explains why, when GIA examined the Hope, we noted there were so many abrasions on it,” said Moses, who added that McLean’s philanthropy matched her evident zest for life and appreciation for fine gems.
Along with telling stories about diamonds’ lore and history, all three panelists talked about changing the narrative for diamonds in other ways, away from a negative message and toward a more positive and hopeful one.
Moses cited the example of Botswana, where the diamond resource has benefited that previously very poor country in so many diverse ways.
RELATED CONTENT: The Film That Should Be on the Industry’s RadarJens agreed. “We in the industry do tend to be defensive. But when you see the transformation of countries because of diamonds, it’s very moving.”
Moses suggested that diamond marketers tell the very human stories of how workers at today’s large diamond mines benefit from the resource, rather than being hurt by it.
In addition to better storytelling, De Beers executive Rowley came back again and again to the point that the diamond
experience must change in-store, too, and at all points that face consumers.
“The fact that consumers are demanding to know the positive origin of diamonds is on its way to becoming a prerequisite for selling,” he observed. “So we have to go beyond that. Today, buyers want to feel a sense of wonder when they buy products too.”
Retailers who can produce experiences for their customers will also need to be extremely knowledgeable, because the level of education that consumers obtain online is significant.
JCK’s Bates cited a survey showing that 85 percent of buyers who go into stores today believe they know more than a sales associate about a given product.
“De Beers’ research shows that the desire for diamonds is still very strong,” said Rowley. “We just need to exploit it better and capitalize on it.”
“The fact that consumers are demanding to know the positive origin of diamonds is on its way to becoming a prerequisite for selling,” he observed. “So we have to go beyond that. Today, buyers want to feel a sense of wonder when they buy products too.”
Retailers who can produce experiences for their customers will also need to be extremely knowledgeable, because the level of education that consumers obtain online is significant.
JCK’s Bates cited a survey showing that 85 percent of buyers who go into stores today believe they know more than a sales associate about a given product.
“De Beers’ research shows that the desire for diamonds is still very strong,” said Rowley. “We just need to exploit it better and capitalize on it.”
More on Events & Awards
The Latest
SurveysNov 10, 2025
5 Things Retailers Should Know About Holiday Shoppers This YearThe National Retail Federation is bullish on the holidays, forecasting retail sales to exceed $1 trillion this year.
AuctionsNov 10, 2025
300+ Colored Diamonds Up for Auction at Christie’sLate collector Eddy Elzas assembled “The Rainbow Collection,” which is offered as a single lot and estimated to fetch up to $3 million.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
SourcingNov 06, 2025
De Beers’ Production, Sales Increase in Q3 De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
