The JCK Industry Fund, established in 1997 to enhance the image of the jewelry industry and to foster development and research of programs that would benefit the industry, will provide a $100,000 grant to the Diamond Empowerment Fund (D.E.F) in support of its Diamonds Do Good Initiative, a consumer-facing initiative designed to highlight to consumers the collective good works of the diamond and jewelry industry. Research shows 75% of consumers say they are more likely to purchase a diamond after reading positive stories about how the industry gives back. “Putting forward a positive narrative surrounding diamonds is essential,” says D.E.F president and GIA senior vice president Anna Martin. “Sharing these stories with our customers is not only good for business, it is a responsibility for the entire industry.”
The Diamonds Do Good Initiative was launched three years ago with the help of the JCK Industry Fund, and uses a storytelling format to reach and connect with consumers through hyper-targeted digital destinations and social media. Last year alone achieved 264 million consumer impressions of the Diamonds Do Good message. A check presentation will take place at this year’s JCK show in Las Vegas where D.E.F. will be kicking off the weekend with its annual Diamonds Do Good Awards on Thursday, May 31 at the Four Seasons Hotel.