IDE Promoting 'Natural Is Real' Campaign At Israel Diamond Week

(IDEX Online News) – The Israel Diamond Exchange (IDE) will be promoting its 'Natural Is Real' campaign at the Israel Diamond Week to be held next month at the Diamond Dealers Club of New York (DDC).

The campaign, which was launched during last year's Israel Diamond Week in New York, stresses the Israeli diamond industry's commitment to natural diamonds. The Israeli diamond center for the main part manufactures and trades in larger, higher-quality, natural diamonds.

"The 'Natural Is Real' campaign was received very well when we introduced it in New York last year but possibly has not trickled down through the diamond supply pipeline," said Alon (Loney) Grinker, an IDE board member who came up with the slogan and the campaign.

"This year, in New York, we'll be making a pitch for the diamond trade to adhere to full transparency, meaning disclosure of treatments and other processes. And since synthetic diamonds cannot and will not be traded on the IDE trading floor, we'll be advancing Israel under the 'Natural Is Real' banner," Grinker added.

IDE President Shmuel Schnitzer praised the "Natural Is Real" campaign, saying he was pleased with renewal of the promotional effort. "Israel's reputation as a manufacturing and trading center of high-quality diamonds is well established world-wide, and with the current campaign we emphasize once more our commitment to the trading and selling of natural diamonds. It is an important message and a good time to send it to the downstream market." 

The third edition of the Israel Diamond Week in New York, to be held November 10-13, is a bi-annual diamond sales event jointly organized by the IDE and DDC.