The Israel Diamond Institute Group of Companies (IDI), launched today at BASELWORLD a new multi-faceted strategic marketing program for the diamond industry. The "Together Works", campaign seeks to highlight and develop cooperation among the industry, and includes print and online advertising in leading trade publications and websites.
Eli Avidar, IDI's Managing Director, talked about the effects of the economic slowdown on the diamond industry in Israel and all around the world. Avidar also unveiled IDI's new blog through which it hopes to develop an online B2B diamond community. The new blog will create a networking place for the industry and media to share ideas, issues, scoops, and communicate directly with Israel.
This stage of the "Together Works" includes the launch of a toll free number in the US – 1888 24-WORKS, that offers wholesaler, retailers or manufacturers direct access to all Israeli diamond suppliers. The 1888 number will operate 24/7and serve as a direct B2B connection for ongoing and new clients to reach out to IDI with their immediate diamond purchasing needs. The requests will be uploaded to IDI's portal and all Israeli diamond companies with the goods being requested will receive text messages so that they can respond immediately with their offers.
The toll-free number will also serve as a service center for trade inquiries regarding general information on buying diamonds in Israel, and special offers for buyers.
With IDI's new blog, free information hotline and wide advertising program, Adivar said the "Together Works" doesn't stop there. Avidar promised that throughout 2009, more promotion and cooperation projects will take place.
Bright Optimism
Avidar was pretty optimistic and confident about Israel's diamond industry strength and innovation spirit: "The IDI was among the first diamond organizations to point to India and China as the main diamond markets of the future and we have not lost faith in these markets despite the current slowdown. These two enormous economies hold an almost infinite potential for growth in consumption, particularly in luxury goods. Despite the meltdown, diamonds and diamond jewelry are still in demand there and will become even more so as these markets emerge from the economic downturn."
Avidar explained that thethe main goal is to furnish the diamantaires with all the necessary tools to help them survive and even thrive during these difficult times. "We are helping them to help themselves and in this way gain expertise and experience through this economic crisis", Avidar summed.