Talking Transparency in Your Diamond Marketing

Melissa Dusenberry
Founder and creative director, All the Brilliants

Consumers generally care about the source origin of their jewelry. Unfortunately, they may not have a full understanding of what jewelry supply chains look like, what questions to ask, or what is possible. There are simply not enough open, genuine conversations with them about this topic.

An important distinction about source origin is that it is not singularly about the “where.” What is just as relevant, if not more so, is the “who” and the “how.” Not surprisingly, deceptive buzzwords like “sustainable” and “ethical” are misleading on a lot of levels. Consumers may interpret these words to imply a vetted origin in some capacity. Across industries, we have all been subjected to greenwashing, and even the most conscious consumers have been misled.

An example of a false general perception is regarding laboratory-grown diamonds. More than a few women [have said their reason] for choosing lab-grown diamonds is because they are “eco-friendly” and “ethically sourced.” Yet they did not know whether their diamonds were grown in India or China or the US, if that intensive energy source was dirty coal, or who benefited from their purchase (tech bros? Celebrity investors?). Of course, a few lab-grown diamond companies are doing good work in traceability and environmental stewardship, but not all.

Similarly, consumers may not be fully aware of how the natural diamonds, colored gemstones and gold they choose can positively impact artisanal mining communities and transform nations. Jewelry companies of any size can create opportunities to normalize conversations about supply chains and why protecting people, their skills and the natural environment matters. We are all in the business to do well, but we can all do good, too.

Connections with our customers can be deeper than just transactional exchanges. Asking and understanding their values builds trust and can ensure that what we are offering truly aligns with [those] values — be it climate action or supporting UN Sustainable Development Goals. Being transparent about supply chains and the realities of imperfect progress is powerful. Though our industry is an extractive one, we can show how mining can positively impact remote communities whose local economies depend on these natural resources.

When I began learning about responsible sourcing, I researched and connected with people and organizations who were literally on the ground (and below ground) with miners. I quickly understood that the “source of origin story” was not just a data point on a map. It is more about the people, and the opportunities they seek to create sustainable local economies that are not just surviving, but thriving. If you are familiar with the phrase “Start where you are,” this is exactly how and where to begin sharing origin stories in a meaningful way.

To make traceability more mainstream, the short answer is to create content and conversations that are joyful, honest, accessible, and about human connection. Lean into and share your curiosity — especially if traceability is not yet a meaningful part of your supply chain or your marketing communications. Even better if you are currently reevaluating and transforming your supply chain, as you can bring your clients along for your journey.

Beware of making deceptive claims; greenwashing is a disservice to everyone. Be clear and specific in any claims you are making. If a customer asks for information you are uncertain about, responding with “I don’t have clarity on this” demonstrates transparency — and that’s okay!

The “Green Guides” the Federal Trade Commission (FTC) publishes are due out this year. This set of guidelines will help marketers understand green, eco-friendly and sustainability claims and terminology across all industries. This brings me to the idea of collectivity. Collaborations with like-minded brands in other industries can be a compelling way to mainstream traceability. The format could be an in-person event, a live video conversation on social media, or another creative medium. Exploring parallels in other industries’ supply chains can be an engaging, memorable way to amplify stories and normalize the conversation. Don’t be afraid to surprise and delight!

Laryssa Wirstiuk
Founder and creative director, Joy Joya

When it comes to whether consumers care about the source origin of jewelry, the answer is nuanced. Some customers are deeply invested in understanding where and how jewelry is sourced, while others may not prioritize this information.

For jewelry brands, the focus shouldn’t necessarily be on reacting to every consumer preference, but rather on identifying and embracing their core values. By aligning with specific values — such as transparency about the source origins of their products — brands can attract consumers who share these values. This approach avoids the pitfalls of inauthentic storytelling, which can occur when brands attempt to chase shifting consumer preferences without genuine commitment.

For jewelry companies that prioritize communicating the origins of their products, this must be woven into the entire fabric of their brand, not merely an afterthought in product descriptions. It’s about making the story of traceability a central aspect of the narrative. This means being passionate, detailed, and authentic in conveying why traceability matters, ensuring that every touch point reflects this commitment. Such a strategy will resonate with consumers who value depth and authenticity, encouraging them to engage further with the brand.

As for making traceability more mainstream within the industry, marketing should focus on education and awareness. Brands need to highlight the benefits of traceable sourcing not only for consumers, but also for communities and environments affected by mining and production. By consistently promoting these values and educating the public through storytelling, companies can elevate the importance of traceability and inspire broader consumer demand for transparent sourcing practices.

Megan Crabtree
Founder and CEO, Crabtree Consulting

In my opinion, the market for high-end luxury goods, particularly in the realm of jewelry and fashion, often places greater emphasis on aesthetics and brand reputation rather than transparency in sourcing. Take, for example, the iconic Prada handbag, which typically retails for an average price of $2,000 to $4,000, with the most extravagant pieces reaching up to $10,000. This pricing trend mirrors that of the average engagement ring sold in the US in 2024, hovering around $6,000.

When I purchased my own Prada handbag, I must admit that the origin of the product did not cross my mind. Little did I know at the time that 20% of Prada handbags are manufactured in China, a fact that was not disclosed during my purchase experience.

As for the content surrounding the origin of the jewelry, the information provided can often be vague or lack the depth needed to truly satisfy consumers’ curiosity. For instance, stating that a diamond is sourced from “Botswana sort” may raise more questions than answers. As a consumer, I find myself pondering which specific location within Botswana this diamond originated from. The lack of specificity can leave customers like myself wanting more concrete information to make informed decisions and feel confident in their purchases.

In conclusion, the need for greater transparency and clarity in the sourcing of luxury goods, including jewelry and fashion items, is evident. Providing consumers with detailed and accurate information about products’ origins can not only build trust, but also drive a deeper connection between buyers and the brands they support. This connection romanticizes your diamond and gives it a story — a natural-diamond selling feature that a lab-grown diamond will never have.

Image (left to right): Melissa Dusenberry, Laryssa Wirstiuk, Megan Crabtree. (All the Brilliants; Joy Joya; Crabtree Consulting)

This article is from the July-August 2024 issue of Rapaport Magazine. View other articles here.