The modern diamond industry is experiencing revolutionary change at all levels. We are witnessing incredible and exciting advances in both theory and praxis. No matter how far we go one simple fact remains - the best diamonds are the ones that sell!

Everyone seems to agree that it is important to "romance" the stone and/or the customer. But…what does that mean? What does everyone "see" when they look at a diamond? We know that manufacturers and retailers have specific requirements that must be met. And, we know what consumers are asking for. Do we know what they really desire and need? When diamonds "speak" - what do they say?

We must revitalize our connections within the diamond trade. New and improved designs deserve new and compelling stories. Distinctive branding initiatives allow us all to capitalize on the passions inherent to all diamonds. Therein lays success.

Keywords: branding, differentiation, profitability, success