The push for bigger diamond advertising campaigns and marketing to wealthy millennials has won support from a key part of the industry: India’s manufacturers and retailers. India’s Gem & Jewellery Export Promotion Council, which represents almost 6 000 diamond companies, has agreed to contribute $2-million to the Diamond Producers Association, a group designed to promote gems and backed by miners, according to executives from both organisations. India is the global hub of diamond cutting, polishing and manufacturing. About 90% of the world’s diamonds pass through the nation, where as many as one-million people are employed in the industry.
