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The Secret to Diamond Industry Content

Updated: 2 days ago

Diamond Gems Weekly - June 10

I’ve been thinking about what it means to be an influencer and what it means to be a journalist. Are they the same in today’s social and traditional media environments?


Two things sparked this internal debate.


The first was that I attended NAS Summit Tel Aviv. For those of you who don’t know what that is, it’s run by Nusier Yassin, whose Nas Daily vlog blew up as he undertook to publish 1,000 videos in 1,000 days. The more consistently Nusier published, the more followers he got, until he arrived at a position whereby today he is nurturing an online community, teaching content creation, social media marketing and running networking events such as the one I attended.


It was a brilliant day meeting creators from all backgrounds and with such diverse purposes.


My big takeaway was that social media is no longer about the number of followers one has, but the type of followers with whom one engages. Are you reaching the right audience to suit your message? What is that message and why are you transmitting it? Quality trumps quantity.


Secondly, my reflection was sparked by observing the Las Vegas shows from afar. From conversations with colleagues, I know there is a frustration among trade journalists that their insightful and thoughtful coverage of the shows gets overshadowed by the glitz of the influencers.


That’s not to say one is better than the other, and one cannot underestimate the workload involved in both. But to be honest, the influencers look like they’re having more fun, and that they’re making more money in the process. Then again, it seems the journalists are more objective, not beholden to the whims of clients.


Of course, each takes a certain personality, and they’re distinct skillsets that each need honing. I gained a good understanding of sentiment at the shows by following both journalists and influencers.


For full disclosure, the debate reflects my personal struggle, but it’s something to consider in all our businesses as we contemplate the real purpose of social media… to build community. That’s a point Nusier emphasizes. My sincere hope is that the content I create across all my platforms provides value to the right people.


These are the stories to be aware of heading into the new week:


1. Here’s a little secret, trade shows are all about jewelry and less so about loose diamonds. If jewelry does well, diamond demand will eventually follow. That said, shows such as JCK Las Vegas do provide a snapshot of diamond demand. Check out Rapaport’s coverage of a Patchy Diamond Market, these Standout Jewelry Trends by JCK Online, and some interesting takeaways that National Jeweler took from visiting wholesaler Stuller Inc at the show.   


2. Polished diamond prices continue to decline amid mixed US demand and ongoing weakness in China, according to Rapaport.


3. Two iconic diamond labels are pivoting to jewelry / luxury in their brand development. I explore what this means in my latest video here.


4. Restrictions on Russian diamonds continue to be a point of contention in the industry. De Beers urged the G7 to extend the “sunrise period” to implement the measures for 12 months to September 2025. That would give the industry time to adapt to the new requirements, De Beers argued.  


5. Some important pieces are coming up for sale as the jewelry auction circuit hits New York. Pictured below, this important round brilliant-cut, 10.20-carat, fancy intense pink, internally flawless, type IIa diamond, named The Eden Rose, will go under the hammer at Christie’s with a presale estimate of $9 million to $12 million.  

Image credit: Christie’s

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