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Rise from the rough: The growing demands on the brown diamond market
Journal of Brand Strategy,
3
(4),
332-338
(2015)
Abstract
Only 10 years ago, consumer demand for brown diamonds was nearly non-existent. To industry experts, brown diamonds were known as ‘industrial grade diamonds’ or low-grade stones with little value. Today, however, a product that once had very little real and perceived value has become desirable among consumers due to the power of strategic marketing and advertising. By analysing historical and current information on the brown diamond industry, this paper discusses the current challenges and opportunities for these stones.
Keywords: branding; perception; celebrity endorsements; brown diamonds; ‘chocolate diamond’ fashion jewellery; bridal jewellery; Le Vian®; Le Vian® Chocolate Diamond™; HERSHEY'S KISSES® Jewelry
The full article is available to subscribers to the journal.
Author's Biography
Carly Fink is the founder of Provoke Insights, a brand consultancy and market research fi rm. She has worked extensively in marketing strategy, competitive analysis and innovative and traditional research, serving clients big and small across a variety of industries. She is a recognised authority on advertising strategies and market research across multiple channels (brand, digital, CRM and social). Carly currently teaches advertising strategic planning, marketing and market research at Baruch College, and her work has been published in numerous scholarly journals and books. She has also served as the head of marketing for TOAST, a nonprofi t New York art association. Carly graduated from Lafayette College with honours, and was awarded a dual MS from Boston University in applied communication research and advertising. She received her MBA in marketing from Baruch College.
