Proclaiming the 1990’s the Diamond Decade, the De Beers Diamond Promotion Service has launched a worldwide campaign to promote awareness among both consumers and sellers. The campaign kicks off in Thailand in July.

            The affluent consumer of the 1990’s is sophisticated, aware and bombarded with new products to tempt his wallet. To help jewelers survive this keen competition, the De Beers Diamond Promotion Service developed a training program to equip them with product knowledge and effective sales tactics.

            “We’ve spent US$3 million to launch the Diamond Rules Training Program in 29 markets around the world,” says Alberto Moncada, De Beers market controller for Southeast Asia and Australia.

            “The message we’re giving is that retailers have to face the challenge of the 1990’s. If you go to buy a VCR, the sales staff knows everything about it. But with jewelers, sometimes you find they aren’t as well-prepared, and there’s a lot of competition out there. We believe consumers are going to be demanding more information.”

            Mr. Moncada plans to launch the Diamond Rules Training Program in Thailand in July, with a series of seminars—translated into Thai—to be held in Bangkok hotels.

            “We can’t train each jewelry salesperson in Thailand,” Mr. Moncada concedes. “Our goal is to reach the owners and managers of jewelry stores. They can then teach their sales staff.”

            Part one of the program is aimed towards getting mangers to “think about a few principles” and become more competitive, Mr. Moncada says. The marketing strategy for diamond jewelry is narrowed down to three key concepts: identification, communication and presentation.

            Part two of the program focuses on product knowledge and selling skills: the importance of understanding the customer, understanding the product, and them making a match. The two-day seminar will also teach the store managers how to teach their sales staff “and give them the tools to do it,” Mr. Moncada says.

            In conjunction with the training program for jewelers, the Diamond Promotion Service will launch an advertising campaign to promote consumer awareness in Thailand.

            The De Beers diamond engagement ring campaign is set to begin in July, via television, cinema and print advertising, says Nonglak Paisansinsup, acting manager for the Diamond Promotion Service in Thailand. Individual jewelers who wish to invest in the campaign can receive a customized version of the ad produced by the Diamond Promotion Service.

            The “co-opt advertisement scheme” continues in October with a series of print ads for wedding anniversary diamonds.