Indian Jewelry Marketing Targets Millennial Women

RAPAPORT... India's diamond industry is ramping up its marketing campaignsbefore the Diwali holiday by appealing to young, independent female consumers. Forevermark, De Beers' diamond jewelry brand, has launched "TheBetter Half Within," a range of digital, social-media, radio and in-store adsthat show the "poised, powerful and self-determined personality of the woman oftoday," the company explained. The campaign focuses on the new age of Indian women who are financiallyindependent, employed and self-purchasing, drawing a connection between theirachievements and a half-carat diamond. "Most women these days are breaking clich?(C)s by buyingdiamonds for themselves," Forevermark India president Sachin Jain said. A similar campaign Platinum Guild International (PGI) hasreleased also appeals to the millennial woman. Its "Daughters of Today" adswill feature on social-media outlets, including YouTube, Facebook andInstagram, and highlight a new, secure and more confident woman who redefinesthe traditional female role. The Gem & Jewellery Export Promotion Council (GJEPC)also includes women and young girls in its campaign, yet its main goal differs.Its "One Single Family" campaign aims to highlight the industry's human side in an effort to reestablishconfidence after what it calls "recent fallout." The industry contributes 7% of the nation's GDP and generatesover 5 million jobs, according to the GJEPC. Image: Forevermark diamond ring.