Now that autumn is here, let’s see where our JCK Industry Fund recipients are since receiving their grants in a continual effort to enhance the image of the jewelry industry and to foster development and research of programs that would benefit the industry.
The Diamond Empowerment Fund (DEF) is a global nonprofit organization that celebrates the positive impact diamonds have on communities around the world through its “Diamonds Do Good” campaign, which includes a number of initiatives to help advance and empower people living in these communities.
With support from the JCK Industry Fund, DEF continues to reach millennials around the world in its efforts to spread knowledge and a positive image of the diamond industry and to help enhance the lives of those living in diamond communities. We caught up with DEF this month to see Diamonds Do Good’s progress:
What is your organization’s mission?
Targeting millennials, we are helping balance the narrative surrounding diamonds to include the positive impact the diamond industry has on communities where they do business. Our own founding mission is to empower youth from diamond communities around the world to make a positive impact on their communities through access to higher education. We are one example of how ‘diamonds do good’ – there are so many other examples whether upstream, mid-stream or downstream, that consumer just don’t know about. Our aim is to educate these consumers on this message.
What initiatives are you currently working on?
Through receiving JCK Industry Fund grants since 2013, we have launched the Diamonds Do Good campaign through the establishment of DiamondsDoGood.com (curated ‘diamonds do good’ stories from industry members), used social media outreach including Facebook and Instagram to share ‘snackable pieces of this content’ with millennials and used hyper-targeted digital destinations (i.e: Hulu, Pandora, YouTube) to share this content via video.
This year our theme is ‘Real Stories. Real Diamonds. Real Impact’. Under this theme we are visually engaging with millennials through video while also enabling them to contribute to the real diamond/real impact narrative. We are empowering the industry to be part of this message by both creating a ‘Diamonds Do Good Video Library’ they can use in their social media outreach as well as creating stories surrounding their own community impact programs. New this year is the use of Snapchat in addition to other millennial destinations.
A millennial inspired contest will launch in the fall inviting video submissions that tell their real proposal story and the significance of their diamonds. A panel of digital influencers will judge the videos based on qualities found in a diamond (real, genuine, unique, beautiful). The winning couple will be flown to Botswana to see the beauty of the country and the impact diamonds have had on the many communities. The couple will chronicle their journey on social media creating even more ‘diamonds do good’ content to share.
Specifically, how has the grant been allocated/implemented to support your cause?
We are a 501c3 organization where the vast majority of the money we raise goes to supporting our education based beneficiaries. The JCK Industry Fund has allowed us to launch and grow the ‘Diamonds Do Good’ campaign to consumers. The grant goes to producing the stories on DDG.com, creating the videos, purchasing the media time, outreaching to influencers, and fulfillment of the contest trip.
How has your campaign/programming impacted the jewelry and watch communities (or how will it impact the jewelry community)?
Through research we have found that when millennials are exposed to these diamonds do good stories:
1. They are learning something new
2. They have a more positive image of the diamond industry
3. They are more interested in buying diamonds and diamond jewelry.
How do your foresee this grant elevating your capabilities?
This year we are directly engaging with millennials to help create Diamonds Do Good content while more assertively engaging with the retail community – who have a direct connection with consumers.
To learn more about DEF and Diamonds Do Good, visit diamondsdogood.com.