UpFront

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
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