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Diamond shopping will change soon

Devias, which owns diamond mines in Botswana, South Africa, Namibia and Canada, has not disclosed production forecasts for 2022 and beyond, but said Lucier was not worried about future supplies. “Technology has given us access to reserves that were previously inaccessible,” he said.

“Of course, the key is demand,” he said. “In the Covid world, it’s easy to get depressed. But in the medium term, there’s a big opportunity for demand to grow, especially in China. In mature markets like the United States, self-purchasing is fully utilized. There are even opportunities not. “

“If the market grows and the supply is relatively static, with the right marketing programs in place and the brands working together, we see price increases. This is all in the industry. It’s good for humans, so we can be willing to invest in new resources and explorations that maintain a distant supply of nature. “

The Natural Diamond Council, an industry group that promotes mined diamond jewelry to both consumers and trade, has invested millions of dollars to realize some of these marketing programs.

In September, the council, formerly known as the Diamond Producers Association, launched an advertising campaign with the tagline “For a unique moment.” The campaign “celebrates diamond jewelry in many relationships,” centered on television commercials and social media videos featuring Cuban actress Ana de Armas (which happens to star as Marilyn Monroe in the upcoming movie “Blonde”). It’s about her friend, her mother, or a romantic relationship, “said David Kelly, Chief of the Council.

Diamond shopping will change soon

Source link Diamond shopping will change soon

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