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Paz calls for single diamond marketing body

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Avi Paz, the president of the World Federation of Diamond Bourses, has called on the key players in the global diamond and jewellery industry to launch a single body dedicated to promoting and marketing diamonds to consumers around the world.
 
Speaking at the Antwerp Diamond Symposium, Paz said that rough diamond producers, diamond manufacturers and dealers, jewellery manufacturers and retailers should join hands and establish a joint organisation to promote and market diamond jewellery, emphasizing the value retention of diamonds and as such their significance as an investment.
“Our message to the consumer must say that the diamond is not only a highly desirable precious stone that expresses love and purity, but that is also a good financial investment!”
He said that this new all-industry forum would need to allocate a budget and coordinate an intensive public relations campaign in the various consumer markets to promote diamonds and diamond jewellery.

“But before we turn to the consumer, we first and foremost need to reinforce confidence in ourselves, because ultimately, diamantaires all over the world are at the forefront of the diamond industry and trade,” he said

“I urge all to use our internal communication tools to carry a message of optimism, belief and determination to our colleagues world-wide and to impress upon them that each and every one of us plays a vital role in building and maintaining consumer confidence in our product and our industry. It is what we do and what we say that can make the entire difference.”