The Diamond Empowerment Fund (DEF) has launched a proposal contest aimed at the millennials, promising a free trip to Botswana for the winning couple.
The competition — named “Real Stories. Real Diamonds. Real Impact”. — aims to educate the public about positive aspects of diamonds, the DEF said last week.
Entrants must submit a 60-second video about their proposal story and what their diamond means to them. The judges will be three leading digital-media influencers with a combined audience of more than 1.2 million followers: Instagram personalities @thediamondsgirl, @greenweddingshoes and @roamaroo. The winners get a flight to Botswana to see the impact of diamonds on the country.
“Educating the younger generation on the good diamonds do, and inviting them to engage in this narrative, will help boost consumer confidence and, ultimately, demand for diamonds,” said Anna Martin, president of the DEF, and senior vice president of the Gemological Institute of America.
Image: Married couple holding hands. (Shutterstock)