The World Diamond Mark has been created to represent the interests and the position of diamantaires, jewellery retailers and diamond service providers in the global generic diamond promotion.

WDM offers a reinforcement of the diamond experience at key consumer touch points:

DESIRE.  WDM is working on bringing the diamond dream closer to the consumer through digital marketing, on- and offline promotion programmes, and through creating an alluring and engaging diamond shopping experience at the retail level.

TRUST.  Consumers’ desire for diamonds requires trust in the product and in the retail outlet considered for the purchase. WDM evaluates and accredits best practice retailers as WDM Authorised Diamond Dealers, who are committed to transparency and to offering the highest quality luxury shopping experience to diamond consumers. 

EXPERIENCE.  The new diamond dream can only be successful if diamond consumers in fact encounter the new diamond experience in real life: on key consumer touch points as a variety of real hands-on diamond experiences offered by the World Diamond Mark.

Mission statement
Objectives
WFDB & Diamond Bourses
Board Members

  • World Diamond Mark mission statement

    The World Diamond Mark® (WDM) was created by the World Federation of Diamond Bourses to rekindle consumers’ desire for diamonds and diamond jewellery, build trust in the jewellery shop, and consequently, boost demand for natural diamonds throughout the diamond supply pipeline. 

    Operating as the industry’s catalyst, WDM aims to engage all diamond industry stakeholders, and invites them to participate in WDM’s programmes.

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  • World Diamond Mark objectives

    • PROMOTE DIAMONDS AND DIAMOND JEWELLERY
      WDM develops and implements an appealing, consumer insights-based diamond sales, communication and promotion programme to persuade the consumers to buy diamonds.
       
    • BUILD TRUST IN JEWELLERY SHOPS
          The consumer’s decision to buy a diamond or piece of diamond jewellery is rooted in his or her trust in the retailer’s qualities and reputation. The WDM Authorised Diamond Dealer programme is designed to develop consumer trust in participating retailer shops using a set of practice rules (CoP), accreditation, and consumer promotion of these retailers worldwide.
       
    • ASSISTS JEWELLERY RETAILER BUSINESSES
      WDM aims to enrich the consumer’s diamond purchasing experience at the point of sale and to supply participating retailers with additional sales tools, educational courses, and offers from service providers.
       
    • DEVELOP ALLIANCES WITH MARKET ORGANISATIONS
      In an effort to coordinate and boost diamond promotion and advertising, WDM provides platforms for regional diamond promotional programmes, retailer-led advertising campaigns, and initiatives by diamond service providers. 
       
    • IMPROVE THE BOTTOM LINE OF DIAMOND BUSINESSES
      WDM’s activities seek to generate higher consumer desire to purchase diamonds, enhance trust in the participating retailers, and realise higher profits for participating diamond companies.

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  • WFDB & DIAMOND BOURSES

    World Federation of Diamond Bourses (WFDB) President Ernest Blom is the WDM's vice chairman and is fully committed to the need for the global diamond business community to support the World Diamond Mark. The WFDB's chief effort on behalf of the WDM is to assure that all members of the bourses affiliated to the WFDB are aware of the World Diamond Mark's objectives and adopt them, support them and actively help with their dissemination.

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  • Board Members

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