Marketing 101 Igniting Diamond Desire

The men of the diamond business mostly deal diamonds the way their ancestors did: in a small, no-frills office, with a loupe, a pair of tweezers, and a parcel of stones in hand—and perhaps a glass of tea or schnapps afterwards to celebrate a day's dealings. About the only recent changes are that daughters now join the family business alongside sons, and there might be a cappuccino maker where the old teakettle once sat. Traders in New York's diamond district may sit mere blocks away from Madison Avenue, but their attitudes are worlds apart. Even today, diamond marketing remains mostly word-of-mouth, perhaps aided by the odd ad in a trade magazine or booth at a trade show. Until recently, most diamantaires never thought of a diamond as something that could be branded for itself. If their name could be considered a "brand," it was because of their reputation for honest dealing and high

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