Alex Popov on the World Diamond Mark

Alex PopovRough & Polished (www.rough-polished.com) did this excellent interview with Alex Popov, chairman of the WDMF:

Last year, the World Federation of Diamond Bourses (WFDB) announced a new partnership initiative – the World Diamond Mark, a non-profit organization supposed to be the new marketing arm of the entire diamond and diamond jewellery sector, with the unique mission to ensure the health and future growth of the industry in the luxury segment.

According to WFDB, the World Diamond Mark signals the beginning of the largest accreditation and marketing programme in the history of the diamond sector, the “Authorised Diamond Dealer”.

Alex Popov, recently elected Chairman of the World Diamond Mark Foundation (WDMF), gave this interview to Rough&Polished just before his departure to India for a series of talks with the top management of the Indian diamond, gem and jewellery industry and trade about the implementation of the World Diamond Mark programme.

As a member of the Executive Committee of the World Federation of Diamond Bourses you are promoting the program of the World Diamond Mark. Could you briefly describe the essence of this program?

As a member of the Executive Committee of the World Federation of Diamond Bourses (WFDB), I’ve been working together with my colleagues Suresh Hathiramani, President of Diamond Exchange of Singapore and Rami Baron, President of Diamond Club of Australia, on the World Diamond Mark program for the past three years. At the last WFDB Presidents’ meeting in Istanbul, I was elected as the Chairman of Board of the World Diamond Mark Foundation (WDMF) and currently, I devote most of my time to this program.

The World Diamond Mark (WDM) global objective is to ensure the health and future growth of the diamond and jewellery industry in the luxury market sector.

It is based on three fundamental principles:
1. Education of jewellery retailer about diamonds;
2. Confidence of the public with an accreditation program;
3. Generic marketing to promote diamonds and diamond jewellery based on the Authorized Diamond Dealer concept.

The Authorized Diamond Dealer concept is the cornerstone of the program. The international diamond business community, represented by the WFDB, will accredit jewellery retailers as Authorized Diamond Dealers. This will lead to greater and wider brand recognition of diamonds as a luxury product and to the increased visibility of diamonds in jewellery shops. Worldwide marketing campaigns will add to greater consumer confidence and enlarge the slice of diamonds in the luxury spending pie.

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