Seems like Luxury jewelry industry is always conflict with social responsibility. People feel diamond makes people greedy. Some movies like Blood Diamond even ruined diamond’s reputation more. Thus, cause marketing is a great strategy to build good reputation among customers and competitors. There are a few ideas about cause marketing:
* To establish a zero-tolerance policy in respect of conflict diamonds. Build measures and systems to track diamonds from mine to market. .Only purchase diamonds and jewelry through respectable and ethical suppliers.
*There is a Seattle-based organization called Blue Nile Children’s care. The mission of the Blue Nile Children’s Organization is to help the children of Ethiopia live healthy, productive lives. Since this organization and Blue Nile Diamond share the same name and both are Seattle-based, it’s a good idea to support this organization to build good reputation. Besides, diamonds are a major source of good in many African nations. To help African children is a good way to show customers: Blue Nile Diamond does not only care about diamond, but also care about the local people’s health and life.
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