WFDB Call for Five-Year Marketing Campaign

The natural diamond industry needs coordinated and consistent marketing campaigns to counter declining demand, says Yoram Dvash, president of the World Federation of Diamond Bourses (WFDB).

In an open letter he calls on every member of the industry to help create a five-year plan, rather than relying on “short-term initiatives when the situation is particularly dire”.

He acknowledges that De Beers and the Natural Diamond Council are both spending millions of dollars on campaigns with leading retailers, but says it’s not enough.

“I am concerned that this is too little and too late,” he says. “To be successful, campaigns need to be coordinated and to be consistent throughout the year.”

He says there hasn’t been a major generic marketing campaign for natural diamonds for almost 20 years, when De Beers halted its “A Diamond is Forever” promotion.

“An entire generation of consumers has come of age without having been exposed to promotional campaigns with positive messages about natural diamonds,” he says in a letter to all the WFDB’s 29 member bourses.

Source: IDEX

World Federation of Diamond Bourses

The World Federation of Diamond Bourses (WFDB) is an international confederation of diamond bourses, or exchanges, which serve as key trading platforms for diamonds globally. Established to promote ethical standards and professional conduct in the diamond trade, the WFDB plays a vital role in the regulation and standardisation of diamond transactions, ensuring integrity and fairness within the global diamond industry.

Key Functions and Roles of the WFDB
Ethical and Professional Conduct:

The WFDB sets and enforces strict ethical guidelines for its members, ensuring that diamond transactions are conducted with honesty, transparency, and fairness. These rules cover areas such as business practices, trade ethics, and legal compliance.
Members of the WFDB are committed to responsible sourcing, adhering to established ethical principles to avoid the trade in conflict diamonds and ensuring that diamonds are sourced and traded in a manner that is both sustainable and legally compliant.
International Coordination:

The WFDB serves as a central body to unify the operations of diamond bourses worldwide. It facilitates international cooperation between diamond exchanges, promoting collaboration and standardisation of diamond trading practices across national borders.
The federation works to harmonise diamond grading standards, transaction protocols, and dispute resolution mechanisms to ensure a smooth and unified global market.
Advocacy and Representation:

The WFDB represents the interests of diamond bourses and their members in the global marketplace. It advocates for policies that promote the growth and health of the diamond industry and addresses issues related to trade barriers, industry regulations, and market access.
The organisation is a key voice in the international dialogue surrounding the diamond industry and plays an important role in discussions on sustainability, ethical sourcing, and the future of diamond trading.
Promoting Fair Trade and Transparency:

One of the WFDB’s core missions is to foster transparency within the diamond trade. By promoting the use of standardized grading systems and supporting initiatives like the Kimberley Process Certification Scheme, the WFDB helps to ensure that diamonds traded on its exchanges meet high standards of quality, legality, and ethical sourcing.
The WFDB also offers guidelines and training to ensure that diamond professionals operate with integrity and respect for the rules governing the industry.
Support for Diamond Bourses:

The WFDB offers support to diamond bourses around the world, helping them operate efficiently and ethically. It provides a platform for member bourses to share information, best practices, and market trends, strengthening the global diamond trade community.
Member bourses benefit from the WFDB’s global influence, networking opportunities, and access to a trusted, reliable marketplace.
Commitment to the Diamond Industry’s Future:

The WFDB is committed to the sustainable development of the diamond industry, supporting initiatives that promote long-term growth, environmental responsibility, and the welfare of local communities involved in diamond production.
It works to ensure that the industry remains robust and responsive to changing market conditions, regulatory requirements, and technological advancements, such as synthetic diamonds and blockchain technology.
Membership and Structure
The WFDB is composed of diamond bourses from around the world. These exchanges are member-owned organisations that serve as trade hubs for diamond dealers and manufacturers.
Membership in the WFDB is typically reserved for diamond dealers, manufacturers, and other professionals who engage in the wholesale trading of diamonds.
The WFDB’s structure is democratic, with each member bourse having a say in the decisions that affect the global diamond trade. This ensures that the needs and concerns of the broader industry are represented in the WFDB’s actions.

The World Federation of Diamond Bourses (WFDB) plays a critical role in maintaining ethical standards and promoting professional conduct within the global diamond trade. By unifying diamond bourses worldwide and setting clear rules and guidelines for diamond trading, the WFDB helps foster transparency, fairness, and integrity in the industry. Its efforts to advocate for ethical sourcing, sustainability, and responsible trade practices ensure that the diamond market remains strong, trusted, and sustainable for the future.

Internationally Recognised Standards

Recognised Standards in Diamond Grading

Internationally Recognised Standards in Diamond Grading: Definition, Role, and Importance
Internationally recognised standards in diamond grading refer to a set of rules, guidelines, and processes that are universally acknowledged and regulated by internationally accredited bodies. These standards are essential in ensuring that diamonds are graded fairly, consistently, and transparently, maintaining trust and confidence in the diamond industry across the globe. By adhering to these universally accepted standards, diamond grading and certification can be reliably communicated to consumers, manufacturers, retailers, and investors.

These standards encompass various aspects of diamond evaluation, including the 4 Cs (Cut, Colour, Clarity, and Carat weight), as well as other characteristics such as fluorescence, symmetry, and overall finish. These standards help to maintain consistency across the diamond industry and allow for a uniform system of assessment that is recognised internationally.

Key International Diamond Grading Bodies
Several prominent bodies and organisations have established internationally recognised grading standards to ensure quality, transparency, and ethical practices within the diamond industry. These include:

CIBJO (The World Jewellery Confederation): CIBJO is an international non-governmental organisation that establishes standards and guidelines for the jewellery industry, including diamonds. It provides a platform for cooperation between various diamond organisations worldwide and sets clear rules for diamond grading, ensuring uniformity and fairness in the assessment process. The CIBJO Blue Book, which is updated regularly, is a key resource for grading standards and terminology. It provides the groundwork for consistent grading of diamonds, gemstones, and jewellery globally.

LMHC (Laboratoire Monégasque de Haute Couture): LMHC is a recognised laboratory and grading authority that plays an essential role in the diamond industry. This laboratory operates under internationally accepted standards for diamond evaluation and plays a vital role in the certification and grading of diamonds, ensuring they meet the highest industry standards. LMHC’s commitment to ethical sourcing, quality, and transparency aligns with the best practices in the global diamond market.

World Federation of Diamond Bourses (WFDB): The WFDB is a leading international organisation that represents diamond exchanges worldwide. It works to set and regulate industry standards for diamond trading and grading, helping to foster trust and transparency in the diamond trade. Through its collaboration with other diamond industry bodies, the WFDB ensures that grading procedures and diamond transactions follow globally recognised ethical and operational standards. The organisation also advocates for the fair treatment of all stakeholders within the diamond industry, from miners to consumers.

International Diamond Council (IDC): The IDC is another important entity that helps to establish and uphold internationally recognised grading standards. It works in close association with the WFDB and IDMA (International Diamond Manufacturers Association) to ensure that diamond grading procedures are consistent and standardized across the world. The IDC plays a key role in the regulation of diamond grading terminology, ensuring uniformity in how diamonds are assessed and described, as well as in the certification of diamonds based on these grading parameters.

The Role and Importance of Internationally Recognised Standards
Consistency and Fairness in Grading: Internationally recognised standards ensure that diamonds are evaluated using the same criteria and terminology, regardless of where or by whom the grading is conducted. This consistency is crucial for maintaining fairness in the diamond industry, ensuring that diamonds of the same quality are graded similarly, regardless of geographical location. Such consistency is particularly important for the consumer, who can trust that the diamond they are purchasing has been graded according to globally accepted standards.

Increased Transparency: Diamond grading standards established by recognised bodies help to enhance transparency in the industry. Clear grading criteria mean that consumers and businesses alike can understand the specific qualities of a diamond, such as its colour, clarity, and cut. Transparency in diamond grading helps to build consumer confidence, reduce the risk of fraud, and promote ethical business practices in the market.

Protection for Consumers and Investors: Consumers and investors benefit from internationally recognised grading standards because they provide assurance that diamonds are being assessed accurately and reliably. These standards reduce the risk of misrepresentation and ensure that a diamond’s value is fairly determined based on objective characteristics. Grading reports issued by accredited laboratories that follow these internationally recognised standards provide a clear, professional assessment of the diamond, which can help inform purchasing decisions and investments.

Global Recognition and Credibility: Internationally recognised grading standards help diamonds gain credibility in the global market. With the presence of globally accredited bodies like CIBJO and WFDB, diamonds that meet these grading standards are more likely to be accepted and trusted worldwide. Such recognition boosts the reputation of both diamonds and the jewellery industry as a whole, ensuring that products meet high-quality benchmarks that are respected internationally.

Standardisation of Diamond Terminology: International grading standards standardise the terminology used in diamond grading, making it easier for consumers, jewellers, and diamond professionals to understand the qualities of a diamond. Terms such as “clarity,” “cut,” and “carat weight” have universally understood definitions that enable individuals across the world to discuss diamonds on a common platform. This standardisation facilitates better communication and understanding between all parties involved in the diamond industry, from manufacturers to retailers to consumers.

Prevention of Misleading Practices: The presence of internationally recognised grading standards helps prevent misleading or fraudulent grading practices. By adhering to established and transparent guidelines, grading laboratories can help ensure that diamonds are accurately represented and priced according to their true quality. This protection extends to consumers who may otherwise fall prey to false or exaggerated claims about a diamond’s characteristics and value.

Support for Ethical and Sustainable Practices: International grading standards often go hand in hand with ethical and sustainable practices in the diamond industry. Many recognised bodies, such as CIBJO, place strong emphasis on conflict-free diamonds and encourage grading labs to verify that diamonds are sourced responsibly. As part of global efforts to eliminate conflict diamonds from the market, these standards promote the traceability of diamonds and help the industry maintain ethical sourcing practices.

Facilitation of Trade and International Transactions: With consistent grading standards, international trade and transactions become easier and more reliable. Buyers and sellers can engage in diamond deals with confidence, knowing that they are working from a standardised set of grading rules. This uniformity is particularly important in global markets where diamonds are sold across borders and to consumers from diverse backgrounds. Having internationally recognised grading standards simplifies the evaluation process, reducing the risk of disputes and disagreements.

The Importance of Internationally Recognised Standards
Internationally recognised standards in diamond grading play a vital role in maintaining the integrity, transparency, and fairness of the global diamond industry. By ensuring that diamonds are evaluated based on consistent criteria and terminology, these standards protect consumers, investors, and businesses alike. They facilitate fair trade, promote ethical practices, and support sustainable growth in the diamond sector.

The involvement of accredited bodies such as CIBJO, LMHC, WFDB, and IDC ensures that diamond grading procedures adhere to internationally respected rules and practices. As the diamond industry continues to evolve, these standards will remain a cornerstone of trust, enabling both the industry and its consumers to navigate the diamond market with confidence.