A diamond is still a girl’s best friend, but if the Israel Diamond Institute (IDI) has its way, women everywhere will have even more “best friends” by the end of this year.
“Israel’s diamond industry is entering a new phase,” says Moshe Schnitzer, chairman of the Israel Diamond Institute. “Marketing is the name of the game, and this year we are going to be more ambitious, more aggressive.”
The first move will be to boost the profile of Israeli diamonds at Vicenzaoro, a large jewelry and diamond show slated for Jan. 13-20 in Vicenza, Italy. The show will feature an Israeli diamond exhibit, sponsored by IDI, which will include some of the country’s most prominent diamond exporters.
Europe has been chosen as the main target of the new Israeli marketing campaign, and that country will make its presence felt at a show in Basel, Switzerland, April 4-11.
Although the focus on Europe is evident, IDI says the U.S. remains a significant market for Israeli diamantaires. The American market accounts for about two-thirds of diamond sales.
“We intend to enhance our presence at the JCK Show in Las Vegas with a dedicated Israel Diamond Pavilion,” says Schnitzer. “Moreover, we will be exhibiting at the JA Show in New York City this summer for the first time.”
The Far East will not be neglected either: Israeli diamonds will have a major presence at the Hong Kong Fair in September. There is also talk of a trade mission to Japan.
Half of all gem-quality diamonds are cut and polished in Israel. Polished exports totalled $4.5 billion in 2001, a decline of 15%.
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