Israel Bourse Unveils ‘Real Diamonds’ Campaign

RAPAPORT… The Israel Diamond Exchange (IDE) has
launched an international awareness campaign, highlighting the unique features
of natural diamonds.

The bourse will promote its “I love
natural diamonds” campaign — which it says is the first international
initiative by a global diamond center to differentiate real diamonds from
synthetics — over social media. It will feature several short videos, released
over a number of weeks, starting with a piece entitled “Fake Times. Real
Diamonds.”

The project was first announced at the
World Federation of Diamond Bourses (WFDB) executive committee meeting, held in
Israel last week.

“At a time
when counterfeit products and fake reproductions flood almost every market, few
commodities remain as rare and exceptional as natural diamonds,” said IDE president Yoram Dvash, who hosted
the WFDB meeting.

“In this campaign we want to highlight
the exceptional qualities of natural diamonds, as symbols of love and
timelessness over the generations and throughout the world,” he added.

View the first video here: