DPS PROMOTES QUALITY THROUGH NEW PROGRAM What a difference a decade makes. The number of women ages 25-44 with household incomes over $50,000 who believe in quality has increased from 69% to 79% within the past decade, according to the Diamond Marketing Group, a division of the De Beers account at J. Walter Thompson. In this same group, the number who believe spending more to get a nearly perfect diamond is well worth it increased, from 49% to 57%. These women also report, in even greater numbers – 76%, up from 70% in 1988 – that diamond quality is far more important than size. Reacting to these and other indicators that the quest for quality has arrived, the Diamond Promotion Service has developed a program to help retailers drive the message home to consumers. As an enhancement of DPS’s Diamond Solitaire promotion, the new program hones in on the quality message. The cent

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).


Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out