The Dubai Diamond Exchange (DDE) has announced that diamond marketing to millennials will be a hot topic during the Dubai Diamond Conference, which will be held in Dubai on October 16-17.
The session, titled “How diamonds fit in the new era of millennials”, will be attended by panelists Jean-Marc Lieberherr, CEO of the Diamond Producers Association (DPA); Amit Dhamani, CEO and Managing Director of Dhamani Jewels; and more.
Lieberherr will describe how the DPA is surveying Millennials in the US and preparing major campaigns in the key markets of India and China as well. In a press statement, Lieberherr commented: “This is a challenging task, how do you connect this generation of buyers to diamond jewellery when they have never really been advertised to in the past? We have uncovered a great deal of vital and encouraging data. Because they live in a world of fast-fashion and unlimited choices, they actually crave the opposite and are looking for authenticity when buying luxury items, and diamonds are a perfect fit”. Amit Dhamani commented: “I believe that Millennials appreciate fine jewellery in the same way as other consumer groups, but they have to be approached in a very nuanced way”.
