Case Studies

The WFDB Mark is a quality symbol that can be displayed by members of diamond exchanges that are affiliated to the World Federation of Diamond Bourses (WFDB). The WFDB Mark indicates that the individual has committed himself or herself to abiding to the World Federation’s Code of Principles.

The marketing program for the WFDB Mark was formulated and designed by MarketDirect Business Communications from its inception, and was implemented by MarketDirect in cooperation with the WFDB; YCS, a graphic design studio which is one of MarketDirect’s strategic partners; and Ecomtrade, an IT company.

At its essence, the WFDB Mark is a branding program, which enables diamond exchange members to use the brand identity of the WFDB to further their own business interests.

Each WFDB Mark is individualized, meaning that it includes a personal identity number that is assigned by WFDB to the WFDB Mark holder. The design of the WFDB Mark is a black and white adaptation of the WFDB logo, and underneath the individual’s WFDB Mark is displayed.

When a WFDB member applies for WFDB Mark and is approved by his or her bourse, a personalized WFDB Mark is generated by the program designed by Ecomtrade. Each new WFDB Mark holder receives a kit which includes a designed folder, a CD-ROM containing the files with the personalized WFDB Marks, a printed booklet describing the program, and a certificate attesting to the member being a WFDB Mark holder and displaying his or her number.

WFDB Mark holders are permitted to display their their personalized WFDB Marks on stationary, business cards, websites, trade show booths and other items associated with their businesses.

A WFDB Mark website was created to promote the program to the jewelry trade. It includes a verification module, by which a diamond buyer is able to verify that persons attesting to be WFDB Mark holders are indeed who they say they are. To visit the WFDB mrk website, CLICK HERE.

With the launch of the WFDB Mark program an advertising campaign in the diamond and jewelry trade press was undertaken. The slogan selected was “A Sign of Confidence.” A series of seminars were organized at the various diamond exchanges, as well as at major jewelry trade show around the world.