(IDEX Online) - Jewelers are pushing domestic sales of diamonds to consumers in India with a series of short promotional videos.
Their message is "Say it with Diamonds". They are the ultimate gifting option for a birthday, anniversary or Valentine's Day, and more meaningful to a loved one than a new phone, designer dress or even a car.
The Gem and Jewellery Export Promotion Council (GJEPC) which represents 7,000 exporters wants to strengthen the industry by boosting demand at home.
It has produced five videos promoting diamonds and five highlighting the value of gold jewelry as investment, especially over the Diwali holiday.
Retailers can have the videos badged with their logo. They were shot in Hindi and have been dubbed into Bengali, Tamil, Telugu, Kannada, Malayalam, Gujarati and other regional languages.
Colin Shah, GJEPC chairman, said: "Covid has dramatically changed the retail experience. And as we head into the biggest jewellery-buying period of the year, consumers with sizeable discretionary income are being wooed by a dazzling array of high-end products with big promotional budgets, such as cars, electronics and appliances.
"It's imperative for the jewellery category to stand out in this festive melee."
