Survey: 'Blood Diamond' Movie has Minor Impact on Consumer Behavior

I agree with Charlie - we as an industry need to continue working on solutions that help ensure more stable societies in the countries where diamonds are mined alluvially (that is, the countries where poor diggers operate on open land, as opposed to countries like Botswana, where mining companies control closed mines responsibly). When the abjectly poor people of those alluvial mining countries begin to better benefit from their diamond resources, then we can breathe easier. The Kimberley Process, and the System of Warranties (that the industry follows to support KP), are a huge and important step forward, but we need to also consider industry contributions to development projects in former conflict countries, which will enable local people to build schools, roads and medical facilities. Google the Diamond Development Initiative to learn more.
Peggy Jo Donahue
Director of Public Affairs
Jewelers of America

I don't consider this to be such good news.

To me, 11% of movie goers sounds like a good turnout for a new movie. It sounds like 30-40% of the viewers feel that the movie may have some impact on their willingness to buy diamond jewelry. That is close to the same percentage who seem to understand that the diamond industry tries very hard to avoid conflict diamonds. However, as Martin Rapaport said, that is not the only issue, since the movie portrays the industry as unfair to the mine workers.

The public perception can be changed by 2 things:
1. Giving the mine workers a fair deal.
2. Informing the public at every opportunity about the truth about conflict diamonds, and the (hopefully) improving conditions for mine workers.

Since the mines are not in America, we have no direct control over the pay and working conditions. All we can do is try to use our influence as much as possible.

I don't think this is an issue that is just going to go away soon, so I encourage all retailers and wholesalers to keep the above in mind and look for ways to make a difference.

I suggest that Groups like the Diamond Promotion Service could create signage and other literature that retailers can use to help inform their customers about confilct diamonds, and, in the future, improvements for mine workers. That would enable the thousands of retailers to help with the public opinion, in addition to the advertising by DeBeers and other groups.