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.
This June, industry professionals will be heading to Las Vegas, Nev., for the 2017 Jewelers for Children (JFC) annual Facets of Hope event where Charles Stanley of Forevermark and Yancy Weinrich of JCK Events, Luxury and JIS have been named as guests of honour.