The sparkle of a diamond has indeed attracted the eye of humans to the extent that it has been established as the epitome of class, elegance, commitment and romance and in this current digital age, the allure of diamonds been magnified more than ever due to the advent of social media. Social media platforms such as Instagram, Facebook, Tik Tok and Pinterest have been established as pivotal elements towards setting diamond adorned jewellery trends that turn are attracting the latest generation of consumers made up of millennials and Gen Z towards the glitter of diamonds. This article explores in brief the role of social media that has taken the primary role of marketing diamonds, a role once held firmly by television and radio.
Celebrity Endorsements
It is not uncommon when one scrolls through social media platforms such as Instagram one comes across Beyoncé’s brilliant and exclusive ring that is crowned with a 24-carat emerald-cut diamond. Such accidental findings seemingly have nevertheless dazzled millions of people to have the desire to own such a diamond ring, it aspires to say the least. Celebrity endorsements on social media platforms are common within the scope of diamond marketing as far as major industry players are concerned due to the profound impact that it has on consumers. A good example of the power of social media was when Meghan Markle presented her magnificent elegant three-stone engagement ring which almost instantly resulted in an exponential increase in demand for similar designs.
The Viral Factor
Unbeknown to many, the social media platform Pinterest is among the primary social media platform that is visited by brides to be in order to ensure that their engagement ring design is in trend. Many of them actually use Pinterest to curate their engagement rings that allow them to design unique designs that at times go viral. It was on Pinterest that the halo setting gained immense popularity as they were pinned and re-pined more than a million times. In essence Pinterest currently plays a key role within the context of inspiring individual selections which have the potential to kick off new trends that influence market trends.
Influencer Marketing
Mention the name Chiara Ferragni or Kylie Jenner and instantly the image of a diamond shows up in the minds of most people who use social media as such individuals who are market influencers’ link diamonds to the daily lives of millions. Professional influencers such as Ferragni and Jenner do not only showcase diamond jewellery, in most case scenarios they tell stories that create emotional connections between consumers and diamonds. This authenticity that they deliver through real-life stories renders such endorsements as powerful as such stories resonates deep within the people who follow them faithfully which ultimately drive sales within the luxury market.
The diamond industry has effectively embraced the digital age and it is doing so with grace and a dash sophistication that has resulted in the younger generation of consumers becoming more likely to buy natural diamonds despite the high cost.