The case study by Christine Cheung explores diamond marketing as a symbol of love rather than just a luxury product, contrasting the developing Chinese market with the mature U.S. market. It highlights a significant cultural shift in China towards diamonds for engagements, impacting purchasing intentions, especially among younger consumers. The study suggests targeting heavy diamond owners and creating new gifting occasions to further enhance the emotional connection and market growth.

1. A Case Study on Diamond Marketing
Presented by Christine Cheung, November 2009, Shanghai China.
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2. This is the case of marketing diamonds beyond a
luxury product. Giving diamonds its unique meaning
as the symbol of love touches consumers’ deep
emotions; and means much more than just an
expensive price tag.
The following pages is an excerpt of the original
document.
Presented by Christine Cheung. Luxury Marketing Consultant. christine.luxepower@gmail.com
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3. VS.
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Presented by Christine Cheung. Luxury Marketing Consultant. christine.luxepower@gmail.com

4. Presented by Christine Cheung. Luxury Marketing Consultant. christine.luxepower@gmail.com
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5. Rare
Hardest
Eternity
58 times harder than the next mineral
The youngest diamond is 900 million
years old
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6. What is the meaning of diamonds to you?
Diamonds is THE symbol of love
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7. The US & China market are at two extremes
in terms of development
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8. China: a developing market
How do we build diamond as a symbol of love?
USA: a mature market
How do we continue to grow the category?
Presented by Christine Cheung. Luxury Marketing Consultant. christine.luxepower@gmail.com
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9. China is traditionally a gold and jade
market for jewelry
Gold symbolizes family blessing of the marriage
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10. From1980’s
Couples resumed jewelry
gifting as a token of
marriage. Expression of
love among young couples
have gradually become
more open & explicit.
An opportunity for a new gem stone to symbolize the
love & promise just between the couples
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11. Build diamonds as THE Symbol of Love
What is the most aspired expression of love?
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12. Overcome all barriers!
Do whatever you can for love!
A sense of sacrifice!
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13. Reference TVCs from China
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14. Results to-date
• Sources indicate diamond wedding rings has become a
mandatory jewelry item for 70% of weddings in major
cities;
• This culture has yet to be strengthened especially in
third tier cities;
• Where consumers recognize the meaning of diamonds
(as a symbol of love), the intent to purchase is much
higher;
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15. Affinity
Did they live happily ever after?
Getting to Fall in Getting Wedding
Maintaining the marriage
Having child
know each love
stable
Conflicts and compromises
Paying more attention to
other
the child
Consumers feel that romance and love fade as the
relationship evolves
Time
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16. Is there an opportunity from the fading of love?
New product concepts to reinforce love after
the diamond engagement ring
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17. China: a developing market
How do we build diamond as a symbol of love?
USA: a mature market
How do we continue to grow the category?
Presented by Christine Cheung. Luxury Marketing Consultant. christine.luxepower@gmail.com
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18. Who should we target?
Target at the HEAVY OWNERS - key
contributors to the market value & growth,
diamond advocates. 20/80 rule applies.
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19. Identify & build new
occasions beyond the
engagement rings
Encourag higher priced sales
with larger carats or multiple
stones designs
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20. New Product Concept I
Our love & relationship go through changes during
the years. But the love between us is the same as it
was (the past), as it is now (the present) and in many
years to come (the future).
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21. New Product Concept II
As couples know, love
is a continuous
experience, with its
highs and lows, growing
stronger & deeper as a
result. Love is a
journey, not a
destination.
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22. Overall Results
• Sources indicate that in the five years from 2001, the total
diamond jewelry category in the US grew by over 1/3 with most of
the growth coming from new products;
• Number of heavy owners increased & average price per piece
increased by more than 1/3;
• New gifting occasions are established;
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23. Presented by Christine Cheung. Luxury Marketing Consultant. christine.luxepower@gmail.com
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