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.

Ever wondered how to convert a white diamond into colored diamond, Briza Color diamonds is now providing a service where you can change the white polished diamond into color enhanced diamonds. This will in turn change the value as well as the price of the stone.

Briza’s propriety uses a technology wherein an electronic accelerator is used which stimulates the conditions which are naturally present in the diamond that produces natural-color diamonds. Ramat Gan, an Israel-based company informed.

"Up until now, we have mostly concentrated on supplying colored diamonds," Briza owner Amnon Barak said in a media release. He further continues, "We have established a reputation for providing excellent product and consistent quality. Now we are offering this color-enhancing service to other diamond companies."

According to the reports, the technology which Briza uses enables it to utilize the already existing colors in the diamond and it can produce up to 14 different colors of diamonds.

"The diamond is not only carbon but has other elements inside. The foreign elements mixed in with the carbon create color centers in the diamond. Under proper conditions, these are enough to create the desired color." Barak said.

Few of the company’s color catalogs includes varying shades of black, blue, cognac, gold, green, orange, red cherry and yellow it also produces different shades of pinks.

There is a team of experts who can check the stones and decide whether it is economically worthwhile to color it. The designers will be given complete freedom to work with a wide variety and collection of shades. The technology also enables diamantaires to offer colored diamonds at an attractive and affordable price.

A price list is also provided by Briza which serves as a guideline for the service offered.

The diamond industry is coming together to fight the tough times of economic recession. With the decreasing demand of diamond they are coming up with new plans and strategies. The heads of two key diamond industry organisations have released statements offering aid to the industry in these drying economic times.

Moti Ganz, the President of the International Diamond Manufacturers Association (IDMA) said that in spite of the economic downturn, manufacturers must maintain a possible labor force with the ability to service long-term clients. IDMA is the representative body of the world's diamond manufacturers.

He responded to the closure of several factories in the world's diamond manufacturing centers due to the decrease in demand for diamonds.

Ganz continues, “It has been our experience from previous downturns that when workers are laid off, they leave the industry and will not come back when the tide turns. Huge capital investment and efforts have gone into training, and years of dedicated effort have made our highly skilled labor force one of our finest assets. Though the need to balance our inventories is unquestionably a high priority, it is not in our interests that the diamond mines be closed. These are extremely capital-intensive ventures and there is no certainty that they will reopen quickly enough to satisfy demand when the economic climate improves."

Avi Paz, President of World Federation of Diamond Bourses (WFDB) following Ganz's statement Paz delivered a message to international trade fair organizers to support the diamond companies who exhibit at their shows and to make a marketing effort in their support.

"Many diamond companies today consider trade fairs as an integral component of their marketing strategy," he said. "However, the global financial crisis has forced these diamond firms to cut back on expenditures and that includes marketing budgets. In this business climate, it would serve both the trade shows and the diamond industry if the trade show organizers would go the extra mile to assist diamond companies in getting the maximum benefit."

"I will say again that I am confident the fundamentals of the diamond business are sound. However, all industry stakeholders and partners, including the trade shows, will need to make an extra effort to get us through this unprecedented period of difficulty," Paz added.

Paz encouraged trade fairs to interact with the diamond companies and come up with strategies to maximize the benefits of exhibiting at shows, negotiating the cost of participation, marketing, publicity etc.