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| Ambassador Pheko Wearing a SA BIRTH Diamond Necklace |
SOUTH AFRICAN DIAMONDS CHANGED ROMANCE IN JAPAN: 'LETTER FROM TOKYO'
Who ever thought that South African Diamonds would change the business of Romance in Japan? Until the mid-1960's parents arranged marriages for their children through trusted intermediaries. The marriage ceremony was consummated by the bride and groom drinking Sake [wine made from rice] from a wooden bowl. This rather bland unromantic courtship, had no seduction, no courtship non of the romantic thrill that culminates in a diamond engagement ring.
De Beers, a South African Company completely changed this state of affairs, and transformed romance in Japan forever. With the help of an advertising company, they launched a massive campaign to make the diamond ring a token of love and intent. This was in no way an easy task convincing the Japanese that a diamond ring was an essential symbol of courtship.
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| De Beers Campaign |
It was not until the South African company promoted the diamond ring as a something modern. They cleverly begun to produce gorgeous images of women doing non-traditional activities with beautiful diamond rings on their fingers. Yatching, mountain climbing, biking, and camping. Behind each of these women was the handsome prospective groom, with a sports car, dressed handsomely and prepared to woo the women with of course a diamond ring. In essence the advertisement took the Japanese on a journey away from the past into a new way of romancing women.
'A Diamond is Forever' became associated with romance. Men started spending large portions of their salaries buying engagement rings that sent a clear message, that said, I want to be with you forever!
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| De Beer Campaign1967 |
When the campaign started less than 5% of Japanese women got a diamond engagement ring. Today Japan is the 2nd biggest buyer of diamond engagement rings in the world after America.
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| SA BIRTH PROTEA MADE WITH SOUTH AFRICAN DIAMONDS |
This evening, I had the honor of attending the launch of SA Birth, a company that buys diamonds from South Africa, and creates some of the most beautiful diamond jewellery. I had the opportunity to wear one of the diamond necklaces. I felt like a queen!
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| AMBASSADOR PHEKO AT THE LAUNCH OF SA BIRTH |
I could not help remember as I appreciated the jewellery designed by Japanese designers, that is was a South African company that was bold enough to enter a difficult market, create a wonderful idea, and made the diamond a highly demanded jewel in Japan. We seem to have lost that edge today. We need that pioneering spirit from South African companies who can once more create new brands that can take on the Japanese consumer. Whether its with our platinum groups metals making fuel cells, or creating a brand of anti-aging cosmetics from South Africa's bountiful herbs rich in our biodiversity or simply taking our existing brands and creating a huge demand for them in Japan. The Opportunities are numerous. The Embassy of the Republic of South Africa stands ready to assist South African brands navigate their way into the Japanese market. We can do this!
Sayonara
Mohau Pheko
Ambassador -Embassy of the Republic of South Africa
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