In this 83rd episode of the Paul Zimnisky Diamond Analytics Podcast, De Beers' iconic marketing executive Sally Morrison returns to the show. The episode begins with Paul ranting about the "word play" used by some in the industry to prop up LGD. The two then discuss whether reverting to referring to "natural diamonds" as just "diamonds" (without a qualifier) could be strategic from a marketing standpoint. Next, Sally shares the results of a recent consumer survey revealing, amongst other things, the latest customer preferences towards lab-grown versus natural diamonds –which in part led to Desert Diamonds, De Beers' newest "beacon" campaign. The two then analyze how financial temperament between women and men tends to differ when deciding on a budget for an engagement ring. Finally, the two talk about why large natural diamonds are outperforming, how the business of marketing diamonds has evolved and Sally's recent trip to Rwanda to observe gorillas in their native habitat.

Hosted by: Paul Zimnisky

Guest: Sally Morrison

Guest plug: www.adiamondisforever.com

More information on PZDA's State of the Diamond Market report: www.paulzimnisky.com/products

Show contact: [email protected] or visit www.paulzimnisky.com.

Please note that the contents of this podcast includes anecdotes, observations and opinions. The information should not be considered investment or financial advice. Consult your investment professional before making any investment decisions. Please read full disclosure at: www.paulzimnisky.com.