With an eye on the fourth quarter, Sally Morrison, director of PR at De Beers’ consumer and brands division, puts into perspective some of the lessons learned during the crisis. Morrison provides particular insight into how brands are changing their marketing as consumers gravitate toward more discreet, understated and restrained messaging.

That should favor the diamond industry, she said in the first episode of the Rapaport Group’s “The Recovery” webinar series with Senior Analyst Avi Krawitz. 

In the latest episode of the Rapaport Diamond Podcast, we discuss the extent to which things have fundamentally changed in the past two months and what that means for the trade’s future. We assess whether the industry will maintain its sense of community in the new virtual reality, how its pivot to digital will look, and some positives that the trade can take away from the coronavirus experience.