The Israel Diamond Exchange (IDE) recently released the second video in its "We love natural diamonds" series for social media. The campaign is being conducted in cooperation with the World Federation of Diamond Bourses (WFDB).

The first video, released earlier this year, has been viewed 1.2 million times and received 323,000 likes or shares. 

IDE said that the series aims at differentiating natural diamonds from lab-grown and other synthetic stones by highlighting the significant differences between natural diamonds that are billions of years old and whose value and beauty are preserved forever, and synthetic factory-produced diamonds.

IDE will distribute this video through all social media channels and through 29 WFDB member diamond exchanges. 

The focus in the new video is on how life has improved through technology – travel, communication, online shopping. However, some things never change - the value of True Love and the value of True Diamonds. It ends with the tagline “We love natural diamonds.”

IDE President Yoram Dvash said, “Diamond exchanges throughout the world have joined our initiative and have launched dedicated social media campaigns to promote natural diamonds. Through these worldwide campaigns we hope to make consumers aware of the real value of the gems they buy and the unique attributes of natural diamonds.”