The World Federation of Diamond Bourses (WFDB) will allocate a large sum this year to promote natural diamonds on a global scale.
The organization did not disclose the exact amount it would assign to the marketing plan, but said the intent was to primarily focus on Millennials and Gen Z.
“At its most recent executive committee meeting, the WFDB approved a significant and dedicated budget for the global promotion of natural diamonds,” WFDB president Yoram Dvash said Tuesday. “Building on last year’s initiative, we will expand the program this year and build momentum in the coming weeks, particularly across digital and social platforms, and with a strong focus on younger consumers.”
The funding comes amid signs of a recovery in the market and the desire to be prepared for that eventuality, Dvash explained.
“Encouragingly, we are now seeing early signs of a reversal in the rough market following recent price corrections, demand has begun to strengthen, and, in some segments, premiums are again being observed,” he added. “As we navigate today’s challenges responsibly, we must therefore also prepare for the opportunities that will follow. Our industry must remain positioned for recovery, renewed demand, innovation and expansion into new markets.”
BRON: Rapaport 17-3-2026
