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Diamonds Do Good and Punchmark Announce “5th C = Community” Retailer Initiative

At the 2022 AGS Conclave, international non-profit Diamonds Do Good® and leading jewelry website design firm, Punchmark, announced their partnership to provide retailers with a consumer-centered “5th C = Community” template page for their websites.

“Traditional 4Cs of diamonds are tactical tools to describe the physical characteristics of a diamond but are devoid of the emotion and passion natural diamonds represent,” says Diamonds Do Good Executive Director, Nancy Orem Lyman. “Today’s consumers need more than comparative characteristics—they need to know the positive impact they have on people and communities. This is the real story behind diamonds and their value.“

The focus of the initiative is to give consumers a better understanding of the industry’s commitment to creating social and economic opportunities for everyone who comes in contact with diamonds along their journey from mine to retail.

The customizable template designed by Punchmark uses assets developed by Diamonds Do Good to take consumers through this journey. The template is adaptable for each retailer to include images and quotes to highlight their own social purpose programs supporting communities where they do business.

“Jewelry Retailers are among the most generous and philanthropic of any industry,” says Bryan Cockerham, Partner at Punchmark. “We want to provide an easy mechanism for their current and new customers to learn about these efforts.”

Contact Nancy at [email protected] or Bryan at [email protected] for more information.

About Diamonds Do Good
Formerly known as the Diamond Empowerment Fund, is a not-for-profit organization inspired in 2006 by Nelson Mandela to tell the world about the positive impact of diamonds in Southern Africa. Its focus today is to create meaningful change in natural diamond communities across the world and to tell these meaningful stories.

About Punchmark
Founded in 2008, Punchmark is one of the leading providers of websites and digital marketing exclusive to the jewelry industry. With a fully U.S.-based team, Punchmark prides itself on helping independent retailers achieve tangible ecommerce success, connecting to consumers by taking a human approach to technology.