The diamond industry will need to tweak its messaging to emphasize the values the product and brands represent, De Beers executives stressed in episode 24 of the Rapaport Diamond Podcast.

Rapaport Senior Analyst Avi Krawitz spoke with Stephen Lussier, executive vice president, consumer and brands, at De Beers, and David Prager, the company’s executive vice president of corporate affairs, about the impact the COVID-19 pandemic is having on the diamond market, the company’s response, and that of the industry.