MUMBAI, February 22, 2015 – Vigorous promotion of diamonds at the Dubai Shopping Festival triggered a boost in diamond jewellery sales, Alex Popov, Chairman of the World Diamond Mark, said.
The World Diamond Mark is a not-for-profit organisation established by the World Federation of Diamond Bourses in 2012 to promote consumer desirability and confidence in diamonds.
Speaking on the sidelines of IIJS Signature in Mumbai, Popov told Jewellery Outlook that diamond jewellery sales were up by 25-35 percent year-on-year at the Dubai Shopping Festival, which ran from January 1 to February 1, 2015.
Regular raffles to win gold and diamonds took place during the shopping festival, which plays a pivotal role to attract tourists to Dubai.
Referring to a link between the sales boost and the generic diamonds promotion at the Dubai Shopping Festival, Popov said, “I do connect them. It was extremely successful.”
Popov said some 6 million visitors, including many foreign tourists, attended the Dubai Shopping Festival, an annual shopping extravaganza at the emirate.
The World Diamond Mark’s global objective is to ensure the health and future growth of the diamond and jewellery industry in the luxury market sector.
Popov said he was focusing on key markets such as Turkey, Dubai, China and Hong Kong to drive forward the generic diamonds promotion.