Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
SourcingNov 05, 2018
DEF Launches Millennial-Focused Proposal Contest
“Real Stories. Real Diamonds. Real Impact” is designed to educate consumers on the positive stories surrounding mined diamonds.
The winners of DEF’s “Real Stories. Real Diamonds. Real Impact” contest will be flown to Botswana to see firsthand the good diamonds have done in the country.
New York—The Diamond Empowerment Fund has launched a proposal contest aimed at millennials and designed to educate consumers on the positive stories surrounding mined diamonds.
DEF is asking entrants of the “Real Stories. Real Diamonds. Real Impact” contest to submit a video—no longer than 60 seconds—of their proposal story and what their diamond means to them.
The clips will be judged by digital media influencers Tracey Ellison of @thediamondsgirl, Jen Campbell of @greenweddingshoes and Scott and Collette Stohler of @roamaroo, who have more than 1.2 million followers among them.
The winning couple will be flown to Botswana to see the impact diamonds have had on the country firsthand and to share their experiences on social media.
Contest details can be found on DiamondsDoGood.com.
“Educating the younger generation on the good diamonds do and inviting them to engage in this narrative will help boost consumer confidence and ultimately demand for diamonds,” DEF President and GIA Senior Vice President Anna Martin said.
The marketing of the contest will be done through the judges’ social media channels, as well as through brands, retailers and the Diamonds Do Good social media channels.
DEF also is encouraging industry members to share the contest link with their customers.
The organization said the “Real Stories. Real Diamonds. Real Impact” contest was made possible by the grant it received through the JCK Industry Fund.
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