The group “aims to pull more certified diamonds through the pipeline”
MVI Marketing (MVI) has introduced the Global Diamond Buying Consortium (GDBC), a new wholesale diamond-buying group that brings together diamond manufacturers, diamond dealers, and retailers.
“The goal is to pull more certified stones through the pipeline,” says MVI Marketing president Elizabeth Chatelain. “The diamond manufacturers will be more assured of business coming through the door. The dealers win because they will buy more. The retailers will get a hands-on fresh source for marketing and advertising support.”
Retailers will get access to regularly produced millennial-focused creative, all of which will have a humorous bent.
“Millennials love comedy,” Chatelain says. “They are drawn to the late-night TV shows. Comedy really drives them and is a big part of their everyday life, and we want to connect with that. The advertising will be very current. Retailers don’t want messaging that is two years old.”
The organization is hoping for 15 diamond manufacturers, 25 diamond dealers, and about 1,000 retailers. All the retailers will have to do around $3 million in sales.
More information can be found at www.GDBC.rocks.