WHY SHOULD ANYONE BUY A

NATUAL DIAMOND?

Chances are you or your staff struggle with this. I can tell you who does not struggle with this question. The Internet. If you go to Youtube or Instagram or tik tock, it's is extremely hard to find anyone to support natural diamonds over synthetic. The customer has decided they don't want them. Young women do NOT want what their mom had (yuck). Losing 50%+ of your market is a pretty clear sign that your product is in trouble.

Maybe Natural Diamonds are

not worth fighting for?

Maybe we should all just move to mass produced gems.

How are you going to pay your staff when engagement rings are $500?

For the 10 millon people feed by the natural diamond industry,

I think I owe them a shot at trying. So here are some ideas to

Save natural diamonds. (PS if you think syntheics are the best thing in the world, this email is not for you, please tune in next Tuesday. This is for

jewelers interested in supporting the future of natural diamonds.)

Dear DeBeers,

Ideas from American Jewelers on how to SAVE

the Natural Diamond Industry!

#1 INFLUENCERS

J​eweler Elisheva Chase and I believe the best shot we have at changing the story is influencers. Did you know 1 post from a customer about one appetizer lead to a 30% increase in sales at Chill's chain restaurant? I could give you 1000 examples on how one post fromn the right person chanced an intier industry. If Debbers and Natural Diamond Council took their full budget and used it to pay every magor influencers. Not just to wear them, but to make strong statements about how cool REAL diamonds are. I believe that is more effective than the youtube ads and billboards.

Natural diamonds are geting creamed on sociai. If you go to youtube and ask " Why should I buy a natural diamond" you get 1000 videeos from infusencers like this saying your a moron to buy natrual.

Dear DeBeers,

IDEA #2 Start Calling Them "FAKES"

SYNTHETIC DIAMOND marketers are not playing fair. They are making claims of child labor and say natural diamonds are bad for the world. Natural diamonds are playing too nice. You cant just show a sweet bride and expect results. Maybe it;s time to play hard ball? In France, synthetics can't even be called diamonds. What you call something matters. For sure the supporters of naturl need to call them syntheic, not lab, and I would suggest if DeBeers really wanted a fight, they woudl call them FAKE DIAMONDS. "Do you want a fake Rolex or a real one?"' If a jeweler used this annolgy at the diamond counter I do belive it could help with the sale of natural diamonds.

$ PRICE TALK $

"Why would I spend $20,000 on a natural diamond,

when I can get something that looks idential for $3,000

with a lab?

That's a hard statement to combat. I hear it daily. Natural MARKEINGI eeds to adress this! Annolgies help. Why spend $10,000 on a REAL rolex when you can have a fake for $50? Why by a REAL coach purse when you can have a fake for $25? Why buy a lab at all if its about the money. Just buy a CZ for $50?

Let the AUDIENCE answer this in their own head. Once they hear these annaologies they will know for themselves why a fake is not a savings, it just cheap and short lived.

Bold MARKETING

ideas like this can help

Dear DeBeers,

IDEAL #3 THE ECO STORY

Diamonds are not neutral.

The world is a much BETTER place because of Mined Diamonds. 10 Million people are feed annually because of mined Diamonds. Tell your customers and the world all the GOOD Natural Diamonds do

I would love for this to work. I wish people realized all the GOOD Diamonds do. The "Diamonds Do Good" people do an incredible excellent job of telling this story.

"DIAMOND revenues enable every

child in Botswana to receive free education?!"

"10 million people

 globally are directly or indirectly supported by

the diamond industry"

"Estimated 5 million people  

have access to appropriate healthcare globally

thanks to revenues from diamonds"

This is a great tactic because its true.

I hate to be scepticaal, espcailly when rock stars and good people in our industry have put so much into tracabitiy, but i just dont think the American public cares about Africa. I wish they did! But we are loosing the battle. Too many people think diamonds are controversial AT BEST. I am putting this here in hopes there is some way to make the American publlic care about all the good natrual diamonds do.

"SHOW ME THE SCHOOLS! SHOW ME THE WELLS!

SHOW ME THE HOSPITALS" - This was the best line I have

heard to combat when a customer claims synthetic diamonds

are more eco. Natural diamonds provide all this and more



Dear DeBeers.

Idea #4 It's about HER

Maybe more ideas and promotion about how she's WORTH IT.

1. The woman projects the value of the diamond onto herself. Every time she looks at the diamond she is reminded of how much you value her.
2. We all know in relationships, the more you give, the more you get.
3. Women LOVE to be told they are loved. Showing her you love her is even more important. A real diamond says "I REALLY love you".

Dear DeBeers,

IDEA #6



THIS DIAMOND IS NOT FOR YOU.

YOU CAN'T HAVE THAT! How much more do you want something you can't have? It's just human nature. So is sales. Sales is emotion. A great way to create desire is through Rarity & Exclusiveness. Brands have failed because they became too accessible to

everyone. Waterford crystal was once exclusive, but once you could buy it at the outlet malls, people no longer wanted it. Excluding some one always gets people's attention. Marketing is all about attention right? Maybe think about giving this marketing technique a try. Luxury is NOT for Everyone. Behavior scientist say your ENJOYMENT of something comes not just from the THING. But that others DON'T have it. As Martin says. Diamonds are nto for people who are lookign to SAVE money. They are for people looking to SPEND money. They are for those who want to give the perso they love the VERY BEST. DeBeers lets tell people diamonds are oNLY for people who want the best. You are special, she is special, diamonds are special.

Dear DeBeers,

IDEA #7

It's the Marketing

The pet rock sold 5 million rocks because it was marketed right. I hear time and time again "DeBeers needs general marking again", but i do not agree. I think its too late. "Real is Rare" "Good things come to those who wait". "A diamond is forever." Keep it real" "Real is rare just like your love for each other" are all good, but not good enough to save natural. Maybe you the reader has more markeing ideas? email me your ideas and who knows!

Here is one good markeing idea from Adam Johnston. "Make it a social norm to ask if someone’s diamond is natural or real. Have a commercial where women are sitting at a restaurant together. One woman is wearing a beautiful ring that catches her friend’s eye. The woman whose eye it caught says “omg your ring is so beautiful” to the woman with a beautiful ring. She grabs the woman’s hand to give the ring a closer look. Then asks genuinely as a friend “is it natural?” (Or she asks, “is it real?”) If it’s a social norm to ask if someone’s diamond is real or fake people will no longer buy fake."

and another from Jordan kagan

"Hmmm, maybe DeBeers should do a contest for a new marketing campaign about why Natural Diamonds are timeless?? The winner gets $100,000. Or more.

At a minimum, it creates conversation and probably some news coverage. If the prize is $1,000,000, then almost certainly it will make the news and result in millions of free publicity."



ONE LINERS

from American Jewelers to Help Sell More

NATUAL DIAMONDS

"The whole POINT of an engagement ring is to show her you love her by giving her something of value. Do you think now is the time to be cheap? What message will that send her?"

"Which one do you want to pass on to your kids?"

"You only do this once. Make it the real thing. Do it right!"

"How would you feel if she bought you a Rolex made in China?"

"You plan on being married forever right?"

"Do you want a diamond made in a microwave or one made by GOD?"

"Many dictionaries define a gem as something RARE. By this definition it is questionable if a factory grown diamond is even a gem."

"Is she special is she rare? Do you want to buy her something with unlimited supply that is mass produced in a factory, or something special and rare like she is?"

"It's a dowry. For thousands of years, something of VALUE has been exchanged at a wedding to prove commitment"

"You can get the Coach bag or the knock off. There is a market for both. Which is right for you?"

"A diamond is more than a gem...its a feeling. It makes her feel rich, successful, loved. You loose that feeling when you buy one that is worthless.

"Once you walk out this door no jeweler will buy this lab back for any amount of money, what does that say to you about this product?"

"Natural mine diamonds feed millions of poor in Africa. They do so much good for the world they are the true symbol of love and you are throwing them away because you found something cheaper?"

"Diamonds purpose is as a symbol of LOVE. What will she think when she finds out you bought the cheapest and not the real thing?"

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