Rami Baron, Executive Member of the WFDB and one of the persons who worked on the organisation’s retail programme, including the development of the World Diamond Mark, gave a brief talk on Day 2.

After presenting the concept of the WDM, he said: “We have to take the leap. What De Beers has done so far in terms of marketing, we have to now take forward.”

The WDM he felt was all about the entire industry taking a position. “It is critical that we all understand that we have a role to play,” he exhorted.

Dwelling on the marketing efforts of the industry he said, “What might perhaps be missing is communication with the consumer after the sale is made. We must have the ability to sell again and again.”