Rise from the rough: The growing demands on the brown diamond market

Carly Fink
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Carly Fink: Provoke Insights, USA

Journal of Brand Strategy, 2015, vol. 3, issue 4, 332-338

Abstract: Only 10 years ago, consumer demand for brown diamonds was nearly non-existent. To industry experts, brown diamonds were known as ‘industrial grade diamonds’ or low-grade stones with little value. Today, however, a product that once had very little real and perceived value has become desirable among consumers due to the power of strategic marketing and advertising. By analysing historical and current information on the brown diamond industry, this paper discusses the current challenges and opportunities for these stones.

Keywords: branding; perception; celebrity endorsements; brown diamonds; ‘chocolate diamond’ fashion jewellery; bridal jewellery; Le Vian®; Le Vian® Chocolate Diamond™; HERSHEY'S KISSES® Jewelry (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2015:v:3:i:4:p:332-338

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