The World Diamond Mark Foundation has enlisted its first retailer in its campaign to bring back generic marketing to the diamond business.
Pure Gold Jewellers, a 130-store chain headquartered in the United Arab Emirates, will adopt the World Diamond Mark Foundation’s Authorized Diamond Dealer program, the organization announced.
World Diamond Mark Foundation chairman Alex Popov called the Gulf region “a vibrant growth area for jewellery consumers that will be well served by a body that helps increase consumer confidence in diamonds and diamond jewelry.”
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