DEF's ''Diamonds Do Good'' Gets Further Backing

RAPAPORT... The Diamond Empowerment Fund (DEF) has received a $100,000grant for its "Diamonds Do Good" initiative, the group said last week. The JCK Industry Fund - which helped launch theprogram three years ago - has again provided funding for the campaign, aimed atinforming consumers about the industry's contributions to society. "Putting forward a positive narrative surrounding diamondsis essential," said Anna Martin, president of DEF and senior vice president ofthe Gemological Institute of America (GIA). "Sharing these stories is not onlygood for business, it is a responsibility for the entire industry." Consumers are 75% more likely to buy adiamond after reading positive stories about the trade, such as how it gives back to society,according to research cited by the DEF. Based on this information, the initiative implements astorytelling format that reaches consumers using targeted online advertisingand social media. JCK will present the check to the DEF in May at the annualDiamonds Do Good Awards at JCK Las Vegas.