The Israel Diamond Exchange (IDE) is launching a global awareness campaign today to highlight the unique and extraordinary features of natural diamonds. The campaign will consist of several short videos to be released over the next several weeks and which will be promoted through social media. The message of the campaign is “In a fake world, real things are rare,” and tells the story of the natural diamond: its singularity, astounding beauty, natural creation, geological age and immeasurable value. The videos end with the tag line “I love natural diamonds.”
Israel is the first global diamond center to introduce an international campaign aimed at differentiating natural diamonds from lab-grown and other synthetic stones. The initiative was announced last week at the World Federation of Diamond Bourses (WFDB) EXCO Conference held in Israel, which brought together the heads of 14 diamond bourses from all over the world.
IDE President Yoram Dvash said, “At a time when counterfeit products and fake reproductions flood almost every market, few commodities remain as rare and exceptional as natural diamonds. In this campaign we want to highlight the exceptional qualities of natural diamonds, as symbols of love and timelessness over the generations and throughout the world.”
In a fake world, real things are rare
The Israeli Diamond Exchange is leading a global awareness campaign that highlights the unique and extraordinary features of natural diamonds.
In an era where counterfeit products and fake reproductions flood almost every market, few commodities remain as rare and exceptional as the assets of natural diamonds: their incomparable singularity, their geological age, their natural process of creation, their astounding beauty and immeasurable value, and, their story.
We invite you to sit back, watch the first video of the campaign and share it with your colleagues and network!
We hope you enjoy some real awareness during these fake times.
