De Beers as always will continue to introduce and market new diamonds in the United States. But this time they want a little help and support from the other players in the industry too.
The “big idea” here is to invite all the companies to bear some of the cost to expand the diamond industry. De Beers’s spokeswoman Lynette Gould said on February sight, held on Monday in London.
The plan is to call the jewelry retailers and sightholders to help out with the cost of marketing and in return they can help feature their programs, products and stores in their advertisements. This will help the new beacon programs to develop interest in the diamond jewelry. Gould confirmed.
In the past they had a similar beacon program which included three-stone diamond ring and Journey diamond jewelry.
In a report Gould stated, "We have today shared the new idea for the program with sightholders to assess initial interest in participating. The sightholders are being asked to say if, in principle, this is something they'd be happy to be part of and contribute to. We will also be assessing retailer interest over the next few weeks."
She also added that the program will not take a start unless and until there is interest and willingness from the stakeholders to contribute money.
If at all they get few interested parties then De Beers would share their further plans and programs with them in the second week of March.



