Press release – Grant to support D.E.F’S ‘Diamonds do good’ consumer initiative.
The JCK Industry Fund will again provide a grant to the Diamond Empowerment Fund (D.E.F) in support of its Diamonds Do Good Initiative, a consumer-facing initiative designed to highlight to consumers the collective good works of the diamond and jewelry industry. This year’s grant is $100,000.
Research shows 75% of consumers say they are more likely to purchase a diamond after reading positive stories about how the industry gives back. “Putting forward a positive narrative surrounding diamonds is essential,” says D.E.F president and GIA senior vice president Anna Martin. “Sharing these stories with our customers is not only good for business, it is a responsibility for the entire industry.”
Now in its third year, the Diamonds Do Good Initiative was launched with the help of the JCK Industry Fund, and uses a storytelling format to reach and connect with consumers through hyper-targeted digital destinations and social media. Last year alone achieved 264 million consumer impressions of the Diamonds Do Good message. To help retailers connect these stories with consumers, D.E.F created a digital toolkit with the help of board member Kathy Corey of Day’s Jewelers. The kit can be accessedby clicking here.
A check presentation will take place at this year’s JCK show in Las Vegas where D.E.F. will be kicking off the weekend with its annual Diamonds Do Good Awards on Thursday, May 31 at the Four Seasons Hotel. Says Yancy Weinrich, Senior Vice President of Reed Jewelry Group, and on behalf of the JCK Industry Fund Committee, “We are honored to be part of this passionate community that continues to meet challenges with opportunities for growth and innovation”.
Information on the Diamonds Do Good Initiative can be found in the latest edition of D.E.F.’s GOOD Report.
About the JCK Industry Fund:
The JCK Industry Fund, now in its twentieth year, was established in 1997 to foster development and research of programs that benefit the industry and enhance its image. To-date this fund has awarded over $6 million in grants to those organizations or individuals who have created programs that improve the jewelry industry’s image.
About the Diamond Empowerment Fund:
The Diamond Empowerment Fund is a global non-profit based in New York City inspired by Nelson Mandela and founded by leaders in the diamond industry in 2007 to empower diamond communities around the world. Its beneficiaries include: the Botswana Top Achievers program that provides the top high school students countrywide the opportunity to study at a university of their choice worldwide. Graduates then return to Botswana to contribute to its economic, social and political development; The Graca Machel Mandela Foundation that supports bringing 20,000 Tanzanian out-of-school youth back to school. Veerayatan, a model for encouraging development of responsible citizens who are educated, have strong integrity and a motivation to give back to their community. D.E.F supports students attending its colleges of Pharmacy, Business Administration and Engineering.
Photo © DEF.
