National TV was also a target – with coverage ranging from Sky News, which visited 77 Diamonds’ showroom, and ITV1 This Morning to global business channel CNBC and Bafta award-winning TV series Made in Chelsea. David Allen, Creative Director at 77 Diamonds, delivered a fun and informative “diamond masterclass” – with some of the world’s biggest jewels – to This Morning presenters Holly Willoughby and Phillip Schofield, gaining eight minutes of air time in front of its audience of 1M.
Kormind also gave 121 educational “diamond masterclasses” to fashion, lifestyle, personal finance, and consumer affairs journalists in return for features, including online articles with high authority back links to the 77 Diamonds website.
Other newsworthy hooks that I created and successfully sold in to the national media included a guided tour of the UK’s diamond centre, Hatton Garden, where journalists were given unrivalled access to the area’s diamond dealers, manufacturers and retailers, thanks to Kormind’s connections. In their articles, they compared Hatton Garden’s traditional jewellers with innovative online jeweller 77 Diamonds and described it as the modern face of the industry. The Guardian asked for exclusivity for the story.