For Day's and Gen Y, Fair Trade Diamonds Sparkle

by , Dec 22, 2010, 4:53 PM
  • Comment
  • Recommend

Tags

While the industry continues to grapple with the concerns about blood diamonds, Day's Jewelers is aiming to put Fair Trade Diamonds Made in Botswana on Gen Y's ring finger. The diamonds--the only ones currently available that are guaranteed to be mined, cut and polished in a single African nation--are proving to be popular with younger consumers, who are increasingly likely to see diamonds as politically cringe-worthy instead of harmless bling.

The small regional chain, based in Waterville, Maine, began selling the diamonds late in 2008. And while supply continues to be a problem, company sales are up some 13 to 14% this quarter, in part due to the popularity of the Botswana diamonds, Jeff Corey, president of Day's, tells Marketing Daily.

While Day's may be cutting edge, other retailers will likely begin find their own way to documenting their jewelry soon: Last week, the Securities & Exchange Commission proposed regulations that would require stores that sell store-brand jewelry to report whether their products are made with minerals from war-torn central Africa. While the stores, which include Target and Walmart, would be allowed to sell conflict minerals, they will have to flag them as such to increasingly sensitive consumers.

  • Comment
  • Recommend

Be the first to comment on " For Day's and Gen Y, Fair Trade Diamonds Sparkle "

Leave a Comment

Sign in to leave a comment. Don't have an account? Join Now

Recent Raw Articles

» Raw Archives