Diamond Empowerment Fund Tells the Positive Stories Behind Diamonds
Aware that today’s consumers are looking to do business with companies that strive for positive change, the Diamond Empowerment Fund (DEF) launched its Diamonds Do Good initiative in December 2014. Made possible with funding from industry leaders at the Diamonds in the Sky Las Vegas event and grants from the JCK Industry Fund, the initiative seeks to spread the positive stories behind diamonds, sharing inspirational, personal anecdotes of the global diamond and diamond jewelry industry. The DEF has made its materials available on its website Diamondsdogood.com, in order to help retailers communicate these stories to their customers both in store and online.
“Storytelling has always been the way to connect diamonds with the heart,” said DEF cofounder Benjamin Chavis recently at a SMART Show Chicago seminar. “We have the good stories customers want to hear, we just have to start telling them.”
The Diamonds Do Good website, coupled with its outreach efforts on Facebook, Twitter, Instagram, and YouTube, acknowledges the positive impact and ongoing good of the diamond industries in a real-time, interactive repository of work through communities in Africa, India, China, Australia, Canada, Russia, and the U.S. Retailers are encouraged to connect by sharing their own stories of giving back through the industry.
The materials for retailer use include a special “We Support Diamonds Do Good” seal, in window-cling form for storefront placement and a digital version for website display (pictured, left). Also included are sales associate training on the Diamonds Do Good message, a digital brochure on the initiative’s mission, a 12-month content calendar to help stores in planning their posts, counter cards, and a one-page customer brochure. All marketing collateral is available at no cost to retailers.
Visitors to JCK Las Vegas interested in taking part can get their own stickers at the show. Visit the Diamond Empowerment Fund at Booth L6, or find them at the JCK registration counters, Ambassadors lounge, and LUXURY concierge, among other locations. Don’t miss the seminar on “Communicating the Diamonds Do Good Stories to Customers” at JCK Las Vegas on May 30. For more info, see here.
Student Entrepreneur Turns Recycled Keys Into JoJo Rings Jewelry Line
A Syracuse University student has turned her passion for collecting keys into a recycled jewelry business that gives back.
Jordan Dudden and business partner A.J. Richichi make one-of-a-kind rings from old house and car keys for the JoJo Rings jewelry line.
“There’s an overabundance of old keys lying around,” Dudden said. “We thought this would be better than having them go to waste. What I really wanted to do is give these keys a purpose.”
The line features single- and double-key rings that sell for $35 and $50, respectively. Dudden and Richichi plan to expand JoJo Rings to include other kinds of jewelry, including bracelets, earrings, and cuffs.
JoJo Rings is also aligned with a number of charitable causes. This month the company will make a contribution to Syracuse Habitat for Humanity for every ring sold, in honor of World Habitat Awareness Month.
For more information, visit jojorings.com.
Ritmo Mundo Signs Global Deal with Wimbledon Champion Petra Kvitova
Ritmo Mundo has signed a multi-year deal with two-time Wimbledon champion Petra Kvitova that will feature her in the company’s advertising and social media campaigns.
“We are very excited to have Petra join Ritmo Mundo as our new global brand ambassador,” said Ali Soltani, president and founder of Ritmo Mundo. “She is a fantastic champion, with style and grace on and off the tennis court, and her spirit, passion, work ethic, and character match our brand values perfectly.”
Kvitova is the first tennis player to act as an ambassador for Ritmo Mundo.
“I am delighted to become a global brand ambassador for Ritmo Mundo and be the first tennis player to have a partnership with such a dynamic brand,” Kvitova said. “I love Ritmo Mundo’s modern designs and am excited to become a member of the Ritmo Mundo family and help bring them further global recognition.”
For more information, visit ritmomundo.com.
Fire Polish Obtains Exclusive Manufacturing License
Fire Polish now has an exclusive manufacturing license for its diamond-cutting process. This comes two years after the company’s licensed manufacturer shut its doors.
Fire Polish is also in the process of building its own factory.
For more information, visit firepolishdiamonds.com.
Additional reporting by Julia Haskins.