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  Biggest category marketing investment in a decade backs a trend   De Beers Group announced the consumer launch of Desert diamonds, the first new beacon - it has developed in over a decade, supported by its largest category marketing investment in more than ten years. A De Beers beacon is a celebration of natural diamonds that is manifested through a jewelry concept designed to galvanize the industry around a central idea and inspire category-wide marketing initiatives.   First unveiled at the JCK Las Vegas Show earlier this year, Desert diamonds speak to the wild nature of diamonds and draws inspiration from the desert landscapes from which many natural diamonds originate, celebrating a spectrum of colors from warm whites to champagne tones and amber hues. Desert diamonds use this natural spectrum as a marker of authenticity, offering a fresh way to connect consumers to the story of their unique diamond.    The launch reflects a clear shift in cons...

Program on naturaldiamonds.com from April 3!   The Natural Diamond Council (NDC) releases the results of a new study by CXG, a leader in the luxury consumer insights space, verifying that natural diamond education at the retail point of sale is critical to sales conversion. Findings proved that 93% of customers were more inclined to make a purchase of natural diamond jewelry when they felt sufficiently educated on natural diamonds by a sales advisor.   As the study presents, there is significant opportunity for deeper education on natural diamonds at the retail points of sale. The NDC will unveil a new Education Partner Program next month offering educational tools for retailers and sales professionals to foster natural diamond knowledge leading to increased sales.   The study was conducted across national, regional, and exclusive retailers to uncover how natural diamonds are presented in retail settings when shopping for a diamond engagement ring. A total of 116 store ev...