Miami, FL – January 23, 2019 – Thanks to an iconic James Bond film and De Beers Group’s decades-long advertising campaign, consumers around the world know “Diamonds Are Forever.” But just as younger actors have replaced Sean Connery in the British spy movie series, Fiona Diamonds is taking on the jewelry industry leader with its marketing campaign, “The New Forever.”
“Our goal of our campaign is to capture the attention of consumers and signal a positive break between mined diamonds of the past and cultured diamonds of the future,” said Saurabh Agrawal, who co-owns Fiona Diamonds with his brother, Parag Agrawal. Based in Mumbai, India, the company’s U.S. office is in Miami.
“The New Forever” campaign encourages consumers to consider lab grown diamonds, which offer the traditional lasting benefits of mined diamonds at a fraction of the cost. The tongue-in-cheek campaign incorporates catchy one-liners, including “If you mined, it matters,” “Never mined,” and “Change your mined.”
Fiona Diamonds launched the online campaign in January 2019 to support its fast-growing presence in the international diamond market, and promote its new website, fionadiamonds.com, whichoffers consumers a step-by-step process for selecting their jewelry by choosing the setting, gemstone and size. Fiona offers free shipping, a 30-day return policy, and a lifetime warranty.
“We take pride in our trendy designs, and our talented designers work closely with customers to bring their custom ideas to life,” Agrawal said. “By controlling the entire process from the laboratory to the market, we create savings that are passed on to our retail partners and customers.”
Both “The New Forever” campaign and Fiona’s new site also educate consumers on the benefits of purchasing gemstones that are not “blood diamonds,” mined in African war zones, using forced labor in some cases, to fund armed rebel movements. “We have pledged 5 percent of our profits to charities that help rescue children from mining and support environmental causes,” said Agrawal.
Fiona Diamonds offers an attractive alternative for socially conscious consumers who want to avoid having blood on their hands, added Agrawal. “Lab diamonds also appeal to environmentally conscious buyers because more than 1,750 tons of earth must be extracted from a mine to find a single 1-carat rough diamond.”
Technological advancements have made it possible to recreate the earth’s conditions and create diamonds that are atomically identical to mined diamonds, while costing approximately 50 percent less, Agrawal said. In July 2018, the Federal Trade Commissionofficially recognized lab grown diamonds as real diamonds.
For cost-conscious consumers who prefer to spend two-month’s salary on a down payment for a home instead of an engagement ring, Fiona also offers moissanite gemstones. Moissanite is made from silicon carbide in a lab to create an earth-friendly, conflict-free gemstone that is about one tenth the price of a mined diamond and is nearly as durable.
Fiona Diamonds offers a wide array of lab-grown diamonds and moissanite gemstones in traditional, modern and custom designs. For more information, visit fionadiamonds.com or call 800-918-1630.