There’s a lot to say about the power of branding. The Polar Bear Diamond was among the first wave of branded diamonds. De Beers had just discontinued its Diamond Promotion Service (DPS), so the timing was opportune. The Polar Bear brand relied on Canadian origin as its primary differentiator; juxtaposing Canada’s pristine image to that of blood and conflict in Africa. The idea of branding a diamond, from the very beginning, is founded in the promotion of one diamond at the expense of others.
The first thing almost all retailers do when I show them my work is to begin scribbling on a notepad. They are crunching numbers right there on the spot. Initially, I thought it was a little strange but, in actuality, it is perfectly normal.