Friday, June 16, 2017
Diamond Manufacturers Association (Diamond Producers Association, DPA) has released a short documentary video titled "Why genuine - rarely" (Why Real is Rare). Video is dedicated to couples and by the time they realize that their relationship has become an obligation in relation to each other.
Video is a new step in the DPA marketing campaign aimed at trying to make diamonds more appealing to the representatives of "two thousandth generation." The campaign under the slogan "Genuine - Genuine rarely -. It is brilliant."
"The campaign" Authentic - rarely "we shared stories about the outstanding moments in the life of couples who have formed their relationship, the problems they face, and their unique perspective on why their commitment to each other is genuine" - said Nik Kennon, the actor and producer of video, which conducted a survey of six real steam to create it.
A short documentary was launched in the DPA channel on YouTube. Last month, the association has released two other videos that showed imperfect relationships in an attempt to appeal to the representatives of "two thousandth generation."
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The global diamond trade is now under pressure as a result of lower sales volumes in all segments, said AWDC (Antwerp world diamond center, AWDC) .
Antwerp volume of trading fell from $ 58.8 billion in 2014 to $ 48.3 billion in 2015. Although this represents a decline of nearly 18%, those of competitors, in particular, India and Israel, the decline was much stronger, we added to the AWDC.
Despite the fact that the diamond industry rises and falls on the waves of the global economy, a slowdown in economic growth in the BRICS countries, in particular China, which is the second largest market for diamonds after the US, has had a tremendous impact on the diamond trade, writes AWDC.
While the deep recession in the diamond industry for the first time in decades, led to a slight decrease in rough diamond prices, low prices for diamonds all the more difficult to obtain traders profit. As a result, the average profit margin for wholesalers were between 0.11% and 0.37% - the same as in 2014.
In addition, the banking crisis and the sovereign debt crisis has led to radical changes in the availability of bank credit for the sector actors. As a result, many of them are faced with the problem of lack of financial resources. Available diamond dealers were fewer resources for the purchase of diamonds, which has an impact on world trade, said AWDC.
In this regard, AWDC in order to provide industry entities assistance in accessing alternative financial services necessary for international trade operations, announced the launch of a pilot project of cooperation with the two so-called financial and technology companies that, according to the Antwerp, allowing the transaction quickly, transparently and quickly.
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