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April 18, 2007

Union Diamond - give them a call

I'm at the Word of Mouth Marketing Association meeting in New Orleans where I sat a lunch table with Scott Anderson, CEO of Union Diamond, the second largest seller of diamonds over the Internet. His company's phone policy is that if a telephone rings for twenty seconds, that's ten seconds too long. Everyone in the company is charged with answering calls and seeing them through. I asked him how he'll manage this as the company gets bigger. He said he's like to continue the policy but perhaps have a set of numbers that would direct calls to the right group within the company.

BTW, Scott says that they support the Kimberly process, and only buy from suppliers who certify that they are not selling conflict diamonds.

Nice guy, good policies...I'm ready to buy! I wonder what of mine would look good studded with diamonds...


Here's a random sampling of topics (Day 1 Day 2) at the WOMMA meeting:

JetBlue: Inside the Cockpit of their CrewBlue Brand Ambassador Network

General Mills: Using Community Outreach to Build Buzz

TheFind.com: Tapping into the Web's Power Influencers — Women

Yahoo!: Doritos Crash the Super Bowl Contest with Yahoo! Video and Jumpcut

Flying Dog Brewery: Leveraging Your Brand's Intrinsic Values

CASA: Honing Refer-A-Friend Word of Mouth Tactics in a Not-for-Profit Setting

Cold Stone Creamery: Using PR as an Integrated Marketing Tool

O, The Oprah Magazine: Driving Brand Advocacy with Special Events


Here's the WOMMA code of ethics. They take it seriously. I talked with the group this morning about the importance of respecting not just the "consumer" (as their first principle states), but respecting the conversation as well. What would marketing look like if it took the ongoing customer conversations as paramount?

[Tags: womma marketing union_diamond ethics business ]

Posted by D. Weinberger at April 18, 2007 03:24 PM


Comments

David, having done extensive research into the diamond industry, the Kimberley Process, and the problem of conflict diamonds a few months ago while contemplating the purchase of an engagement ring, I found that there are almost no merchants in the world who are taking what I consider even minimally adequate moral action to prevent subsidizing genocide and exploitation. Endorsement of the Kimberley Process is a good first step, but not nearly enough to discharge a merchant's moral obligations when participating in a diamond industry so weighted down with reprehensible business practices and tied inextricably to its horribly exploitative past (and present).

I did find one company that I considered not just adequate, but quite actively responsible, in its practices: Igloo Diamonds, a company in Montreal mining and processing diamonds entirely within Canada and donating a sizable portion of each sale to the Adopt-a-Minefield program. Diamonds that travel internationally for polishing and cutting (as every diamond sold in the US, and almost every diamond sold in Canada, does) cannot reliably be tracked, written asurances and certificates aside. This is partially a consequence of the Kimberley Process's lack of government oversight; there is no policing of the process and no way to guarantee that diamonds were not mined by children, under exploitative conditions, or on behalf of warlords.

Canada's diamond-processing industry is in its infancy, and the polishing may not be up to the standards of the specialists in Antwerp. But the ring I ended up buying from Igloo is beautiful; I certainly am unable to distinguish between their product and that of the bigger diamond houses.

I urge you to read about the problems with the current diamond industry and the Kimberley Process at Amnesty International and Global Witness. And if you're recommending socially responsible diamond merchants to readers, I urge you to point them toward Igloo until other vendors emerge who take their moral responsibilities seriously.

Disclosure: No, I'm not a shill for Igloo. I just really liked their product and their customer service.

Posted by: Matt Norwood | April 19, 2007 11:27 AM


Thanks, Matt. I was hoping someone who knows more about this than I would step in.

Posted by: David Weinberger | April 19, 2007 11:51 AM


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