The necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
DEF offers retail material for consumer initiative
The Diamond Empowerment Fund has developed materials that can be used by retailers in their stores and online for its “Diamonds Do Good” initiative.
Chicago--The Diamond Empowerment Fund has developed no-cost materials that can be used by retailers in their stores and online for its “Diamonds Do Good” initiative, which aims to let consumers know the positive impact diamonds have on communities worldwide.
DEF has created a core visual component: the “We support Diamonds Do Good” seal has been made into a window cling to display on the storefront as well as for digital or website use, which clicks through to DiamondsDoGood.com.
Other materials included are training resources for sales associates about the Diamonds Do Good message, counter cards and customer brochures.
DEF also has created a digital brochure on the organization’s mission to share with consumers through social media networks and other digital channels, and a 12-month digital content calendar for the stories behind the diamonds to help retailers plan social media posts on both a monthly and weekly basis.
They are all available to retailers worldwide for free.
These new materials come at a time when customers increasingly want to know that the companies they are doing business with are taking their social responsibility seriously and are being a force for positive change, according to DEF.
Launched in December 2014 with funding from industry leaders and grants from the JCK Industry Fund, the Diamonds Do Good initiative helps tell the positive stories behind diamonds. Its website and accompanying social media initiatives acknowledge the ongoing good of the global diamond and jewelry industries through personal stories.
Retailers also are encouraged to share their own stories of giving back with DEF.
“Every diamond is, by definition, a wonder all the more intriguing because it has borne witness to the origins of our world a billion years ago,” said DEF Executive Director Nancy Orem Lyman.
For more information about Diamonds Do Good and the retail materials available, contact Lyman at n.lyman@diamondempowerment.org or 212-359-4219.
The Latest
The two organizations will host a joint event, “Converge,” in September 2025.
Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.