Support for growth in natural diamond demand from young generations
Mumbai: De Beers, the world’s leading diamond company, will support diamond jewellery retailers in driving demand for natural diamond jewellery by showcasing a new gifting occasion in the lives of new consumers.
De Beers here recently introduced a heart-warming “Love, From Dad” Collection as part of the +Second Ear Piercing Ritual program, which is an intrinsic part of India’s traditional culture and modern rituals.
The Collection highlights the unique and irreplaceable bond between father and daughters, where the Second Ear Piercing Ritual program highlights a powerful ‘Coming of Age’ moment though which rite of passage the father sees his daughter shaping her own story.
To amplify this concept nationally, De Beers Group has integrated the program into its partnership with the Gem & Jewellery Export Promotion Council (GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA) launched earlier this year.
Amit Pratihari, MD, De Beers India, said this Program not only strengthened consumer connections to natural diamonds, but also provided retailers with a strategic platform to enhance their offerings during the festive season and beyond.
De Beers- a member of the Anglo American Group is the world’s largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa.
