The Israel Diamond Institute Group of Companies (IDI) launched its new marketing programme entitled ‘Together Works’ at the BASELWORLD event, amongst a gathering of prominent personalities. The campaign is aimed at demonstrating the Israeli Diamond Industry’s commitment to its international trading partners. IDI Managing Director Eli Avidar explained the effects of the global economic crisis on the world diamond industry, including in Ramat Gan and the positive approach of the IDI in looking at the current crisis as an advantage for regrouping, readjustment and rethinking. He mentioned that the industry’s overall debt was down from $2.45 billion to $1.8 billion.

The ‘Together Works’ strategic marketing initiative has been conceived as an inspiring distinctive platform of services for the Israeli industry, and a series of unique efforts worldwide to support the industry as a whole. “The campaign is based on strengthening partnership and cooperation between our clients and our industry. We know that if we join hands and pool our strengths, we will be able to cross this bridge together and forge a new and better reality for the jewelry industry as a whole,” added Avidar. Execution of the campaign will be through print and online advertising in leading trade publications and websites. The campaign is based on the image of the handshake to portray the long standing relationships between Israeli diamantaires and their clients. It introduces an exclusive B2B service for Israeli Diamond Industry partners in the United States, which will be a direct connection for ongoing and new clients to reach out with their immediate diamond needs. These will be uploaded in real time to IDI’s portal site, and all Israeli diamond companies with the appropriate goods will be intimated via text messages. This will enable the Israeli industry to provide an unparalleled and immediate response to clients’needs.

IDI has also enhanced its internet marketing reach through its blog. With this, the IDI intends to create an online B2B community.

The launch event also hosted special guest speaker – John Peters – COO of Jewelry.com, who spoke about harnessing the power of Web 2.0 in marketing diamonds and jewellery, through a presentation entitled “Harnessing Web 2.0 to Tell Your Story.” He said, “Web 2.0 is all about engaging the visitor and allowing them to have a voice online. It’s no longer about the website, it’s about the community. Jewelers should note: There is a conversation going on about your company, your product. Don’t you want to be part of the conversation?”