Strong concerns about jewelry sales dropping after the devastating latest figures of De Beers' diamond sales. What is going on? And are we falling behind? While the fashion industry seems to tap into many new routes the charm the consumer, the jewelry world seems to fall behind. It's time to change our marketing! Are you ready for Jewelry Marketing 2.0?

We are proud to present our first guest blogger on Bizzita! Ya'akov is Communication Director at World Diamond Mark and the Antwerp Diamond Trade fair. 

In 2017, Amsterdam, the city where the modern diamond industry struck its first roots more than four and a half centuries ago, has no major significance as a diamond trading center, and certainly no significance in diamond manufacturing.  Its bourse, which is the second oldest diamond exchange in the world, is small, and many of its 100-odd members are retailers. Any Dutch diamantaire will tell you that Antwerp is the world’s undisputed diamond hub.  

So how come consumers around the world think that Amsterdam is still the world’s diamond capital?

I get to talk to a lot of people and when I say I am a blogger, their eyes go slightly blurry most of the  time :-) When they do ask me more, I try to explain a bit better what blogging means. The next question is always the same: how do you make money with that?

As I walked down the aisles of the last trade fair here in Utrecht it just struck me once again how much focus there is on young and fashion. It’s this combination that is the key to marketing for almost any brand I witnessed there. But are we right to focus on youth?