‘Diamonds Do Not Sell Themselves’

Success leads to arrogance and arrogance to failure." Devotees of Trout and Reis's work know this line comes from their book The 22 Immutable Laws of Marketing. Those unfamiliar with their work should pick up a copy, and while you're at your favorite bookseller's shop, pick up their other books as well. They are quick reads and contain practical and useful thinking as the jewelry industry ponders the future without advertising support from the Diamond Trading Company. The reference to success, arrogance, and failure apply to much of the DTC's efforts of late. The newest effort is the development and implementation of the Forevermark as the next campaign in the jewelry marketing wars by De Beers. The luxury marketer LVMH and the DTC have combined in a joint venture to use the De Beers name at retail and now to use the new Forevermark brand as another differentiator to the ultimate consu

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