RAPAPORT… Martin Rapaport stressed the importance of strong customer relationships during his annual “State of the Diamond Industry” presentation.
Speaking via a webinar due to the coronavirus pandemic, Rapaport noted that the rise of online sales brought both threats and opportunities for the sector. But “the key to your success is customer acquisition and development,” even through digital means, he said.
The session, which usually takes place during the JCK Las Vegas show, featured a special presentation by Tracey Ellison, whose Instagram account, TheDiamondsGirl, has more than 719,000 followers. She described how she connected with the public by expressing her personality on social media.
Watch the full address here:
Rapaport’s ‘State of the Diamond Industry’ Address
The Bottom Line
- Rapaport highlighted the critical role of customer acquisition and development for success in the diamond industry.
- The rise of online sales presents both challenges and opportunities for diamond businesses.
- Social media influencer Tracey Ellison shared insights on engaging customers by showcasing personality on digital platforms.
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