Diamond Empowerment Fund Executive Director Nancy Orem Lyman presenting a check to last year’s beneficiary organization, the Graça Machel Trust. DEF has received another grant for its work from the JCK Industry Fund.
New York--The JCK Industry Fund is again awarding a grant to the Diamond Empowerment Fund to support its Diamonds Do Good Initiative, a consumer-facing program that highlights the good works of the industry.

A check for the $100,000 grant will be given at the upcoming JCK Las Vegas show, where DEF will hold its annual Diamonds Do Good Awards on Thursday, May 31 at the Four Seasons Hotel.

According to research, three out of four consumers say they are more likely to purchase a diamond after reading positive stories about how the industry gives back, DEF said.

The Diamonds Do Good Initiative, now in its third year, was launched with the help of the JCK Industry Fund. It uses a storytelling format to reach and consumers through targeted digital platforms and social media.

Last year alone saw 264 million consumer impressions of the Diamonds Do Good message, the organization said.

To help retailers connect consumers with these stories, DEF created a digital toolkit with the help of board member Kathy Corey of Day’s Jewelers. It can be accessed online.

“Putting forward a positive narrative surrounding diamonds is essential,” DEF President and GIA Senior Vice President Anna Martin said. “Sharing these stories with our customers is not only good for business, it is a responsibility for the entire industry.”

Yancy Weinrich, senior vice president of Reed Jewelry Group, said on behalf of the JCK Industry Fund Committee: “We are honored to be part of this passionate community that continues to meet challenges with opportunities for growth and innovation.”

The JCK Industry Fund was established in 1997 to foster development and research of programs that benefit the industry and enhance its image. The fund has awarded more than $6 million in grants to date.

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