TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
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
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JAGizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEOLuca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
