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Rise from the rough: The growing demands on the brown diamond market

Author

Listed:
  • Fink, Carly

    (Provoke Insights, USA)

Abstract

Only 10 years ago, consumer demand for brown diamonds was nearly non-existent. To industry experts, brown diamonds were known as ‘industrial grade diamonds’ or low-grade stones with little value. Today, however, a product that once had very little real and perceived value has become desirable among consumers due to the power of strategic marketing and advertising. By analysing historical and current information on the brown diamond industry, this paper discusses the current challenges and opportunities for these stones.

Suggested Citation

  • Fink, Carly, 2015. "Rise from the rough: The growing demands on the brown diamond market," Journal of Brand Strategy, Henry Stewart Publications, vol. 3(4), pages 332-338, January.
    • Handle: RePEc:aza:jbs000:y:2015:v:3:i:4:p:332-338
    as

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    More about this item

    Keywords

    branding; perception; celebrity endorsements; brown diamonds; ‘chocolate diamond’ fashion jewellery; bridal jewellery; Le Vian®; Le Vian® Chocolate Diamond™; HERSHEY'S KISSES® Jewelry;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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