The need to concentrate forces and resources to boost consumer oriented diamond promotions is one of the key mantras of the global diamond industry today. Efforts are on to build a collective front of manufacturers, retailers, mining companies and trade bodies, to combat the strong challenge faced from other luxury categories. %% These moves assume greater importance as there are signs of a turnaround in major markets with positive growth in the first half of 2010. Individual promotions like DTC’s Everlon and Forevermark or Rio Tinto’s Champagne Diamond campaigns, and the Anant diamond jewellery platform established by GJEPC alongwith manufacturers and retailers in India have been going on, but a collective effort will take this to a new level. %% An initiative like the International Diamond Board is slated to be a key topic of discussion at the 34th World Diamond Congress that begins in Moscow July 11. If this moves ahead in a positive manner that would certainly add strength to the industry efforts.

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