The Israel Diamond Institute (IDI) Group of Companies,  enthused by the success of its Cyber Monday business-to-consumer (B2C) ecommerce campaign, has  decided to make that pop-up platform a recurring event. IDI has just launched “Sweet Valentine: Diamond Deals from Israel”, a specially curated mini-site that features heart-themed diamond jewellery and loose diamonds from leading Israeli companies at discounts of up to 40 per cent. The platform is currently live and will continue throughout February 2015.

For this promotion, in addition to yellow, pink and brown diamonds, the website is offering more exotic colours -- orange, green and blue diamonds. The list prices range from $369 for a diamond and sapphire pendant to $148,780 for a 1.75-carat radiant-cut fancy green diamond, a note from IDI said.

Looking at the success of IDI’s Cyber Monday B2C digital sales platform in November and December 2014, many more companies are interested in joining  the promotion around Valentine’s Day.

IDI's chairman, Moti Ganz, said that direct online sales is the direction of the future. “Israeli companies are interested in expanding their reach into consumer markets, especially via digital marketing channels. IDI’s role is to provide them with the tools to take advantage of these technologies, easily and inexpensively.”

IDI's managing director, Eli Avidar, said, “Our digital department has empowered the Israeli diamond industry by providing technological tools specially geared to their needs. IDI has created innovative apps and proprietary software, such as 'Find Your Diamond,' runs multi-language portal sites and social media channels and holds ongoing seminars on digital advances. We are committed to making the fullest possible use of technology in marketing Israeli diamonds.”

Sweet Valentine Diamond Deals will be supported by an intensive marketing campaign in English, Hebrew, Chinese and Russian through the Internet, social media, email, press releases and banners.