The Plumb Club and JCK Breakfast

The challenge of changing millennial perceptions about diamonds requires a radically new approach to communication that cuts through the clutter. Deborah Marquardt, Chief Marketing Officer of Diamond Producers Association, will reveal how the “Real Is Rare” campaign showcases diamonds as symbols of authentic connection and commitment, broadening the emotional territory for diamond moments and the opportunities for purchase. Attendees will be among the first to see new campaign/social media creative and point of sale material launching in Q3. All attendees will receive DPA’s new digital booklet about updating the diamond narrative to speak effectively with millennials.

It used to be that acquiring a piece of fine jewelry, from a reputable retailer, was reason enough for a customer to return for future purchases. But in today’s fiercely competitive market place, with so many consumer choices, a great sales experience isn’t enough anymore. Today’s successful retailer must provide something more, an experience of luxury and emotion, a journey that prompts them to come back again and again.

Charles Duhigg, Pulitzer Prize winner, Best Selling Author and Senior Editor of the New York Times will bring to light the mindset you will need to create an experience for your customer that taps into their habits and impulses. You will leave this breakfast with tactics to enhance your customers’ experience and increase your sales.