'Thank You, By the Way' Ad Campaign Gets a Boost From Indian Export Association

Back in August of this year, the Natural Diamond Council (NDC) unveiled its global ad campaign titled, “Thank You, By the Way,” with the mission of communicating the massive socioeconomic benefits generated by the natural diamond industry.

The campaign addressed the concerns of jewelry consumers who, now more than ever, want to know where their products come from, and the impact their purchases have on the producing countries and local communities.

Created with the support of the Responsible Jewellery Council (RJC), the campaign illustrated how choosing a natural diamond positively influences the lives of millions of people in the most remote corners of the earth.

In a pre-Christmas press release, the NDC announced that it will be magnifying the “Thank You, By the Way” messaging by partnering with a leading India-based trade group called the Gem Jewellery Export Promotion Council (GJEPC).

"In order to achieve long-term sustainability in our industry, we need to adapt a 360-degree approach," said Colin Shah, chairman of the GJEPC. "The association with the Natural Diamond Council does just that, by highlighting the contributions made and recognizing the vital role of the trade in bringing the community together, touching lives and making a real difference. The sector has always taken a 'do good' approach and we will continue to do so in the future."

The GJEPC has spearheaded a number of philanthropic initiatives, including aid to orphanages, schools, old age homes, hospitals and other similar causes in India and around the world. What's more, the natural diamond sector helps 2 million Indians secure their livelihoods.

NDC's omnichannel ad campaign is built around a core of critical facts related to the socioeconomic and community benefits of the natural diamond industry. The series of creative executions can be seen across NDC's social media channels, with a dedicated page on Only Natural Diamonds.

Here are some headlines from that page…

• "Your natural diamond has contributed to $16 billion of annual benefits for our world. That includes healthcare, jobs, education, biodiversity and infrastructure."
• "Your natural diamond provides high quality and safe jobs, as well as supports the livelihood of 10 million people worldwide."
• "Your daughter’s natural diamond jewelry is not just a gift to her, but also the reason why 4 million people get access to healthcare."
• "Your natural diamond helps educate children and empower thousands of women."
• "While your natural diamond is a sparkling symbol of your legacy, it is also a treasure trove of education for half a million children in rural communities."
• "From solar-powered clinics to groundbreaking disease management programs, your natural diamond purchase helps build a healthier future for some of the world’s most remote, vulnerable communities."
• "When you reward yourself for that much-deserved promotion with natural diamond jewelry, you help fund more than 400 women-owned businesses across Africa."

"Consumers are looking for purpose and want to know if the company they buy from has strong values and robust management systems that integrate sustainability at the core of their operations," said RJC executive director Iris Van der Veken. "The RJC certification gives that third-party assurance."

Credit: Image courtesy of The Natural Diamond Council.

Miami Dolphins Fan Misses His Own Jumbotron Marriage Proposal at Hard Rock Stadium

Did you hear about the guy who missed his own jumbotron marriage proposal during halftime of the Dolphins-Jets game at Miami's Hard Rock Stadium on Sunday?

Dolphins fan Luis Llorens had arranged with the Hard Rock's special events team to propose in dramatic fashion to his girlfriend — and Jets fan — Christine Dobrin. But when the big moment arrived, Llorens was nowhere to be found.

The giant screen showed a still photo of the couple with the caption: “Christine. Will you marry me?” But when the Hard Rock's video team switched to the live shot of what was supposed to be the marriage proposal, only Dobrin was seated. Frozen in the moment, she stared at the screen with her hand over her mouth.

“I didn’t know what was going on because he wasn’t at the seats, and looking all around, between the crying and the happiness, I didn’t know where he was, so it was a whole big mix of emotions,” Dobrin told Miami FOX affiliate WSVN.

It turns out that Llorens wasn't suffering from cold feet. He was a victim of poor communications. Llorens mistakenly believed that he was supposed to meet the Hard Rock's video crew in the tunnel just below their seats.

“I was actually there," Llorens told WSVN. "People just don’t realize I was about 25 feet underneath her. I was in the tunnel.”

As soon as he realized the mistake, Llorens rushed to make the best of a bad situation.

"I had to hurry up back to my seat and do what I could do to save this,” said Llorens.

Once he was reunited with his girlfriend, Llorens delivered a proper proposal to the cheers of the well wishers in their section, and then from the whole stadium of fans. You see, the Hard Rock's video crew had followed the action and managed to catch the exact moment of the proposal on the big screen.

Connor Hughes, a writer who covers the Jets for The Atlantic was tweeting about the halftime oddities in real time.

"Amazing," Hughes tweeted. "So they just did a scoreboard proposal here at Hard Rock. However, when they cut away from this graphic to where the two are supposed to be sitting, the guy wasn’t there! Just the girl, sitting there, hand over mouth! Dude must have been in the concession line lol."

Hughes' followers on Twitter enjoyed taking light-hearted jabs at the hapless Llorens, who had yet to tell his side of the story. They presumed that he was preoccupied with halftime snacks or stuck in the bathroom.

For a $500 donation, the Hard Rock Stadium special events team will post a message on the giant screen and then cut to a live shot of guests in their seats. The messages run during the last four minutes of halftime, following the on-field entertainment.

The fee is considered a donation because the funds go to the Miami Dolphins Foundation, which leverages the power of sports and entertainment to inspire a healthier, more educated and united South Florida community.

Credits: Proposal message photo via twitter.com / Connor_J_Hughes; Proposal screen captures via twitter.com / derekdferny.

NBA Star Trae Young Pops the Question With Oval-Cut Diamond Engagement Ring

Atlanta Hawks' star point guard Trae Young popped the question to his college girlfriend Shelby Miller on Thursday with a stunning oval-cut diamond in a halo setting. Young shared with his four million Instagram followers a bunch of candid pics of the actual proposal.

He captioned his post, "What a night," and added two ring emojis and the hashtag "FutureMrsYoung."

On her own Instagram page, the former Oklahoma Sooners cheerleader posted similar pics and captioned them, "Forever Young" punctuated by a grey heart.

With a ring box gripped in his left hand, the NBA's second-leading scorer kneeled on a bed of white rose petals against a backdrop of white and blue balloons and a sign that read, "Marry Me."

One of the Instagram photos shows Miller overcome with emotion, holding her right hand over her mouth as Young is just about to propose. In another photo, the newly engaged Miller joyfully shows her new ring to the camera.

The oval shape has been trending lately, as a cavalcade of stars have chosen this shape — a cut that flatters the wearer by making the finger appear longer and slimmer. Among the most recent celebs to join the "Oval Club" are Kourtney Kardashian, Ariana Grande and Tay Dome, the new fianceé of actor Taylor Lautner.

Young, 23, and Miller, 25, have been dating since 2017. They met at the University of Oklahoma, where he became a top NBA prospect after his freshman year.

The 6 ft 1 in, 164 lb playmaker they call "Ice Trae" is currently second in the NBA in scoring, averaging 27.3 points per game in the first half of an All Star-caliber season. In August of this year, he signed a new deal with the Hawks that's worth at least $172 million.

Credits: Images via Instagram.com / traeyoung.