Podcast: Time for Subtle, Discreet Brand Marketing

RAPAPORT... As difficult as the Covid-19 lockdown period has been, Sally Morrison, director of public relations at De Beers' consumer and brands division, sees opportunity for the diamond industry moving forward. In the first episode of the Rapaport Group's "The Recovery" webinar series, Senior Analyst Avi Krawitz discussed the state of the luxury market in the coronavirus era with the marketing executive. With an eye on the fourth quarter, Morrison puts into perspective some of the lessons learned during the crisis. She provides particular insight into how brands are changing their marketing as consumers gravitate toward more discreet, understated and restrained messaging. That should favor the diamond industry, Morrison said, predicting a return to "the classical basic diamond wardrobe."The next installment of "The Recovery" webinar series will take place on Tuesday, June 2, at 11 a.m. EST, featuring David Kellie, CEO of the Diamond Producers Association. Register here. Watch the full interview below: Or listen as a podcast here:Image: Sally Morrison (center) predicts a shift to classic diamond pieces such as the diamond solitaire necklace depicted in the image on the right. She also notes consumers are giving greater value to environmental issues. On the left is a game ranger at the Venetia reserve in Limpopo province, South Africa. (De Beers).