James Allen News Center

The annual Diamond Season organized by DeBeers ran from Dec. 12, 2007 to Jan. 12, 2008, and had a strong response from retailers and consumers.

The Diamond Season was launched in 2003 to help increase consumer demand during the slow sales period of December and January, and to boost the morale of jewelry sellers. The aim of the campaign is to create an atmosphere of thrill and anticipation about diamond jewelry in both the public and in the retailers.

The Diamond Season uses incentives and award schemes for sales staff at participating stores, which also adds to the excitement. The Diamond Season also is a help to diamond customers. They are made more aware of the quality of diamonds they purchase, and they are able to see elite, contemporary and traditional jewelry designs.

The Diamond Season overall has been found to increase the confidence of consumers buying diamonds. Retailers have stated that participating in the Diamond Season boosts their sales by almost 50% typically.