The Diamond Promotion Service will host a seminar program during JCK Las Vegas. Three seminars will be held June 3 at the Defino Ballroom in The Venetian Resort Hotel Casino. Seating is limited. The seminars are as follows:
* The Lure of Fashion, 8:30-10:00 am
It’s crucial to have a savvy understanding of style to sell more diamond jewelry. DPS has done research with consumers about what excites them in the world of shopping. Attendees will see a video presentation of what consumers told DPS. The industry can learn a lot from the world of fashion, where innovation rules and shoppers hunger for the next big thing. And DPS will provide ways to incorporate the allure of style into stores, making the shopping experience more engaging and memorable.
* Trust Sells and Mistrust Hurts Your Business, 10:30-11:30 am
This past year saw unparalleled challenges to consumer confidence. Ensuring trust is more important than ever as 84 percent of consumers say that trustworthiness is essential for jewelry stores, but just 5 percent say they trust diamond jewelry retailers. Reinforcing the industry’s responsible business practices—from sourcing of diamonds to full disclosure—is a critical ingredient in moving businesses forward. This seminar will detail what businesses need to do to instill confidence in existing and new customers.
* Romancing the Stone, 2:30-3:30 pm
Romance should be at the center of a diamond marketing plan. DPS help retailers understand today’s consumer and share new information on consumer buying habits to help retailers recognize what consumers are looking for and how to better meet their needs. Rounding out the presentation are trend analysis, marketing tips, and a guide to help coordinate marketing programs with the Diamond Trading Company‘s national advertising plan.
DPS provides marketing, merchandising, and education support to the jewelry industry on behalf of the DTC, the sales and marketing arm of the De Beers Group.