Omaha, NE—Borsheims Fine Jewelry is the latest company to share its positive social impact stories through the Diamond Empowerment Fund’s Diamonds Do Good initiative. Now in its third year, the Diamonds Do Good Initiative uses a storytelling format to reach and connect with consumers through hyper-targeted digital destinations and social media. In 2017, the site and the companies profiled on it achieved 264 million consumer impressions of the 'Diamonds Do Good' message, according to figures from D.E.F.
Borsheims, already known for its extensive philanthropy in its native Omaha, is spreading its community development efforts to Botswana, where its signature Kalahari Dream Diamonds are sourced. In two of the drought-impacted villages near where the diamonds are cut and polished, Borsheims has funded the creation of a direct, consistent and sustainable water system. Monies for the project were collected in the local community of Omaha through the sales of their Kalahari Dream Diamond collection. Left, an engagement ring featuring a 1.02-ct Borsheims Kalahari Dream diamond. Retail, $6,575.
Furthering its commitment to the African continent, Borsheims is supporting the volunteer sanctuary work of its head diamond buyer, Heather Ingram. Through sales of the RhinoPendant, which features a 0.10 ct rough Kalahari Dream Diamond, a percentage of the proceeds go directly to the Care for the Wild Rhino Sanctuary.
The Borsheims Rhino Pendant in rose, yellow, or white gold features a 0.10 ct. rough Kalahari Dream Diamond. Below, Heather Ingram feeding a baby rhino. Her story and the Kalahari Diamonds are featured on DiamondsDoGood.com.
These efforts are profiled on DiamondsDoGood.com and targeted to Millennial consumers through social and digital media outreach. Research shows 75% of consumers say they are more likely to purchase a diamond after reading positive stories about how the industry gives back.
“Putting forward a positive narrative surrounding diamonds is essential,” says D.E.F president and GIA senior vice president Anna Martin. “Sharing these stories with our customers is not only good for business, it is a responsibility for the entire industry.”
More examples of how the industry gives back will be highlighted at this year’s Diamonds Do Good Gala, to be held May 31 in Las Vegas. It will honor Bruce Cleaver, CEO of De Beers, and Canada’s Government of the Northwest Territories (GNWT). Cleaver is being recognized for De Beers’ work in accelerating women’s professional advancement, and GNWT is being recognized for its responsible diamond mining practices, which ensure a sustainable future for the indigenous tribes and wildlife that surround the mining operations.
For more information and to purchase tickets and sponsorships for the Diamonds Do Good Awards gala, please visit diamondsdogoodawards.org.
In Memoriam: James Avery, Artisan Jeweler And Retailer
Kerrville, TX—James Avery, founder of James Avery Artisan Jewelry, died Monday at age 96. Avery founded his company in 1954, with a strong emphasis on Christian jewelry. Still family owned, the vertically integrated firm grew to 80 stores, and all its merchandise is manufactured at one of five plants all located within 60 miles of its headquarters in Kerrville. Avery retired in 2007, turning over day-to-day management to his sons, Chris and Paul, while remaining chairman emeritus.
James Avery, left, and the 14k gold La Primavera Cross. (Medium, retail $360). The retailer got its start in religious jewelry, still one of its main categories.
Although somewhat under the radar in the jewelry industry, the James Avery chain is one of the top 20 largest specialty retailers in the United States. James Avery merchandise also is carried at Dillard’s department stores and can be ordered online.