JCOC Survey – 82% Unfamiliar with “The Blood Diamond” Movie

As the release of “The Blood Diamond” movie, starring Leonardo DiCaprio, approaches, a survey by the Jewelry Consumer Opinion Council (JCOC) reveals that as of early July, 82 percent of 2,838 persons surveyed were unaware of the movie. Forty-six percent of those who have heard of the film indicated that they were likely to see it, but nearly one-quarter were undecided.

Set at the end of the last century, the action adventure film takes place against the background of civil war in Sierra Leone. It depicts the brutal enslavement of civilians to extract diamonds to finance the conflict. Much to the concern of many in the diamond industry, the movie does not discuss that Sierra Leone is now peaceful and its diamonds are conflict free. Needless to say, the industry awaits the reaction to the movie and its effect on diamond sales.

Many in the trade expect a backlash to diamonds and diamond sales, and are preparing to both educate the public about the industry’s efforts to screen out conflict diamonds and defend itself against accusations of supporting civil wars in several African countries through its rough diamond purchases.

“As awareness levels rise, coupled with the potential negative publicity facing the industry in the upcoming months, there could be a shift towards stronger consumer sentiment,” warns Elizabeth Chatelain, president of MVI Marketing, founder of the JCOC.

“The industry must be prepared for consumers to begin demanding greater accountability for fine jewelry purchases. More consumers, especially younger adults, are considering a company’s citizenship practices as a driver for purchasing a product. Jewelers who take a proactive approach advertise their efforts to advocate responsible practices in the jewelry supply chain will be at a distinct advantage.”

The JCOC is an e-panel of fine jewelry consumers throughout North America, representing all ages, genders, income levels, buying categories and geographic regions.