Marketing the Case for Rarity
A lot of work is required to create and sustain demand for polished diamonds. As in every industry, it is a task for product makers. Unlike other industries, it was a single producer that took it upon itself. But if De Beers relinquishes this task, who will market diamonds and diamond jewelry?
“By the early 21st century, diamond marketing quickly became the responsibility of individual firms from midstream diamond manufacturers to diamond jewelry retailers.Ultimately this strategy fell far short of expectations, as diamond companies focused mainly on the marketing of their own brands, and failed to establish or maintain demand for diamonds generally in the minds of consumers,” Ehud wrote in an October 2015 post.
Read the full insight based on Ehud Arye Laniado here:
https://www.ehudlaniado.com/home/index.php/news/entry/marketing-the-case-for-rarity
