Gems Log

The ‘Diamond Season’, an annual month-long promotional campaign organized in India by the De Beers Group Marketing (DBGM), has once again been a major driver of diamond jewelry sales in the country.

The promotion, held across six cities between December 12 and January 12, coincides with the Indian marriage season, one of the peak jewelry purchasing periods. It concluded with an awards ceremony in each of the participating cities, the first of which was held in Mumbai on Friday.

Prasad Kapre, the business director of DBGM said that there had been an estimated growth of 27 percent in Indian diamond consumption in 2007, with Mumbai recording an increase of 30 percent.

Earlier, Premjit Sengupta, regional business manager (east) of DBGM, told the media that Kolkata had registered a 35 percent growth in diamond consumption during the year.

The retailers who won awards in Mumbai were – Best Display: Notandas & Sons; Best Collection: Popley Eternal and Tribhovandas Bhimji Zaveri (TBZ); Best In store Display: Ghanasingh Signature; Best Showroom: Mahesh Notandas and Anmol Jewellers; Best Window Display: Popley La Classic, Best Up-Coming jewelers: Jayesh Art Jewellery, S Girdharlal Adenwala and Anand Jaganath Pednekar; Best Shopping Experience: Mehta Emporium and Danabhai Pallazio; and Best Innovation: Tribhovandas Bhimji Zaveri (TBZ).

This 5th edition of the Diamond Season receievd enthusiastic response from retailers and consumers

Like every year, this year too, the annual Diamond Season organised by the DeBeers Group Marketing saw a successful response from both retailers and consumers. The season commenced on December 12, 2007 and drew to a close on January 12, 2008. Launched five years ago, the Diamond Season serves two objectives – help drive consumer demand during the traditionally low-sale period in December and January and boost morale amongst jewellery retail stores. Through extensive publicity, the season creates an atmosphere of thrill and anticipation about diamond jewellery amongst retailers and consumers. Incentives and award schemes for sales staff at participating stores and mystery shopping assessments further add to the excitement.

The Diamond Season also benefits the consumer – not only is awareness about what constitutes the quality of a diamond raised; the customer also gets to view some elite, contemporary and traditional designs. Over a period of 12 years, as diamonds are increasingly turning into a stone of choice for jewellwry, the diamond season further cements the consumer confidence in buying diamonds. This fact is amply proved by retailers who unanimously agree that participating in the Diamond Season has helped increase sales by nearly 50%.

Mr. Pritesh Desai says that customers increasingly look for visually appealing designs in their jewellery. To cater to demand for stunning designs with an international and workmanship, the season focused this on exclusive designer jewelry. jewellery stores across six cities – Mumbai, Delhi Calcutta, Chennai, Bangalore and Hyderabad flaunted their dazzling diamond wares, offering a visual treat the customers and attracting more walk-in customers. Striking window displays and promotional mail telephone campaigns further heightened the customer experience.

As diamonds steadily climb up the jewellery popularity chart, the Diamond Season successfully managed to raise the value of diamonds by several notches in the eyes of both the discerning Indian consumer and the jewelry retailer.