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Hong Kong, June 16, 2015: The World Diamond Mark Foundation (WDM) and The Museum of Named Diamonds (MoND), a non-profit entity, have signed an agreement to promote diamond awareness to consumers, and focus attention on the romantic and symbolic nature of diamonds. In addition, the Museum will include educational information for the consumer on the role of the World Diamond Mark, and the WDM will recognize the Museum as the industry’s official registry of named diamonds. The partnership is intended ultimately to help retail jewelers communicate the story of diamonds to the consumer, and in particular to target the millennial buyer.
“The MoND is an online museum in which both famous diamonds, and ‘personalized’ diamonds are displayed,” explained MoND Vice Chairman Jacques Voorhees. “Personalized diamonds are natural stones which have been officially named, under defined procedures, and have had other personalization elements added to them such as original artwork reflecting the name and a brief story that connects the name to the relationship it represents. This information is showcased in the Museum, where it can readily be shared on social media with the consumer’s friends and relatives.”
One of the goals of the Museum is to help promote diamonds as a symbol of love, and to use diamond names and their respective stories to highlight this connection.
 “We are thrilled to establish this relationship with the Museum of Named Diamonds,” said Krisztina Kalman-Schueler, Program Director of the World Diamond Mark. “The WDM established the ‘Authorised Diamond Dealer’ program under which qualified retail jewelers can apply to become WDM Authorised Diamond Dealers (“ADD’s”), display the ADM logo, and enjoy other promotional and business benefits. By partnering with MoND, we are providing our retailers additional promotional value, while at the same time officially recognizing the Museum as the designated authority for recording diamond names and preserving such stories,” she said.
Under the terms of the agreement, the Museum website (nameddiamonds.org) will, among other things and in conformity with its non-profit status, help educate the consumer by including information about the World Diamond Mark. In particular, WDM Authorised Diamond Dealers will receive promotional exposure, through a link to an ADD directory, so a consumer can easily find one in their area; plus information for consumers about the ADD Mark and the World Diamond Mark themselves.
On its part, the WDM will provide a link to the MoND site from its own site, promote the Museum and the Museum’s relationship to WDM Retailers and recognize MoND as the industry’s official registry of named diamonds. More information will be made available at worlddiamondmark.org and nameddiamonds.org
For more information about the World Diamond Mark, visit www.worlddiamondmark.org |
