By Michelle Graff
An example of the sales that will be offered on IDI’s business-to-consumer pop-up platform is this pair of 7-carat VS1 fancy yellow diamonds, originally priced at $211,200 but marked down to $198,120 for Cyber Monday.
Ramat Gan, Israel--The Israel Diamond Institute announced Monday that it will launch a direct-to-consumer, pop-up sales platform for loose diamonds and diamond jewelry on Dec. 1, the day known as Cyber Monday because of the high volume of online shopping.

The pop-up “mini-site” will be up through the end of December to allow various diamond companies the chance to sell directly to consumers for the entire month, IDI said. It will offer considerably discounted goods from a number of top Israeli diamond companies, ranging from 4 percent to 33 percent off, with list prices from $995 to $211,200.

Last year, the Israel Diamond Institute launched a Cyber Monday business-to-consumer pilot program to offer goods from a small group of companies and expanded it through the end of December after it received an overwhelmingly positive response.

“Selling diamonds and diamond jewelry to consumers over the Internet has proven itself,” IDI Managing Director Eli Avidar said. “Through our portal site, social media, special apps and proprietary software, IDI has led the Israeli industry into the digital era. The Cyber Monday pop-up platform is our latest innovation, and there will be many more to come.”

The IDI said the offers on Israel Diamond Deals have been specially curated to include natural diamonds and diamond jewelry across multiple categories--polished white and natural fancy color stones, engagement rings, right-hand rings, pendants, earrings, and bracelets.

The IDI will support the platform’s launch with an extensive marketing campaign in English, Hebrew, Chinese, and Russian through the IDI portal site, social media and email, among other platforms. 

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