The World Of Diamonds Redefined The diamond business has been redefined by branding and the fundamentals of advertising, public relations, and marketing - all of which are geared to the downstream retail and consumer jewelry markets with their unique customer segmentation features and demographics.       Online Access Online access to the multiple brand environment of the diamond business.     Lev Leviev & Bulgari - May 2004 The Case of the Missing Icon - De BeersLV   Emerging Trends v Downstream Emerging trends in the global diamond jewelry, fashion, and retailing sectors     Defining Diamonds Downstream   Natural Diamonds The cumulative effect of branding can already be calculated and determined. The next challenge facing the diamond business, trade, and industry is promoting the importance of and supporting the integrity of natural diamonds (and their sources of rough). Private companies, individual diamond exchanges, the DTC, and the World Federation of Diamond Bourses have already started to address the issue.       Brands Branded diamonds and jewelry are the hottest topics in the diamond trade today; hearts and arrows, ideal cuts, round brilliants, squares, fancy cuts, modified rounds and fancies, the Regent, Queen of Hearts, Hearts on Fire, the Lazare Diamond, the Leo Diamond, Dream, Prince, PrincessPlus, Royal Asscher, Lily Cut, cushion cuts, Rand, Cushette, Zales, Lucida, Ashoka, Vera Wang, and the Radiant Plus to name but a few.   Sightholders Branded diamonds and jewelry and other sightholder programs have the advantage of support from the DTC including a new trademark, the forevermark program, the Diamond Promotion Service (DPS) worldwide, the Diamond Information Centers, J. W. Thompson, and many other added value features and services.   Jewelry Trade Shows The favorite venues for launching a new line of diamond set jewellery or a new branded diamond are the jewelry tradeshows worldwide, including the JCK, the JA New York, the Couture Show, Centurion, Diamonds by JCK, and shows in Mumbai, Tokyo, Bangkok, Basel, Hong Kong, and China.   Bourses Offices in diamond exchanges and cutting centers, worldwide including Hong Kong, Antwerp, Ramat Gan, New York, Tokyo, India (Mumbai and Surat), Israel, China, Canada, Russia, South Africa, Dubai, Shanghai, and Moscow trade in both rough and polished diamonds.   Luxury Marketing Advertising has increased in luxury, business, travel, bridal, fashion, and jewelry magazines including Elle, Maxim, Oprah, Town & Country, Vogue, W, Robb Report, InStyle, and Vanity Fair to name but a few. The bridal market (and the media devoted to it) is considered to be an easy entrance course into the world of branding and brands, because the curriculum stays the same and the class changes on a regular basis. Brand Profiles & Review

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