Researchers at the University of Oxford have founded an organisation called Opsydia and developed technology to create almost invisible structures inside transparent materials, including diamonds. Permanent serial numbers or other data can be laser- written deep below the surface of a diamond without compromising the quality or grading of the diamond. It is a novel security solution; unlike current surface marking techniques, the marks cannot be polished off. Opsydia has secured orders for its D5000 Diamond Marking System from De Beers, which is using it for its new lab-grown diamond initiative, Lightbox Jewelry. The global diamond mining industry is dominated by only a few companies; the top three are De Beers, Alrosa and Rio Tinto. Mined diamonds are mostly processed and sold via the global centres of Antwerp, Dubai, New York, Hong Kong, Mumbai and Tel Aviv. Diamonds have long been treasured as gemstones but trends suggest they may be losing lustre. Worldwide retail sales of diamonds have slowed in recent years. Part of the problem appears to be preferences of younger consumers. According to an industry expert: Millennials tend to be more concerned with sustainability and ethical production, and often value unique and individual products.' In an increasingly demanding market, maintaining confidence in authenticity could be crucial. The United States accounts for almost half of global demand for polished diamonds, and this market has helped maintain overall growth. However, around half of mined diamonds are not of gemstone quality and are used in industry for grinding and cutting tools. Lab-grown diamonds also increasingly satisfy industrial demand. Opsydia technology can be used to mark various transparent materials and the company envisages future applications with industrial diamonds. Required: Devise a marketing strategy for Opsydia to market the D5000 Diamond Marking System to potential customers. Researchers at the University of Oxford have founded an organisation called Opsydia and developed technology to create almost invisible structures inside transparent materials, including diamonds. Permanent serial numbers or other data can be laser- written deep below the surface of a diamond without compromising the quality or grading of the diamond. It is a novel security solution; unlike current surface marking techniques, the marks cannot be polished off. Opsydia has secured orders for its D5000 Diamond Marking System from De Beers, which is using it for its new lab-grown diamond initiative, Lightbox Jewelry. The global diamond mining industry is dominated by only a few companies; the top three are De Beers, Alrosa and Rio Tinto. Mined diamonds are mostly processed and sold via the global centres of Antwerp, Dubai, New York, Hong Kong, Mumbai and Tel Aviv. Diamonds have long been treasured as gemstones but trends suggest they may be losing lustre. Worldwide retail sales of diamonds have slowed in recent years. Part of the problem appears to be preferences of younger consumers. According to an industry expert: Millennials tend to be more concerned with sustainability and ethical production, and often value unique and individual products.' In an increasingly demanding market, maintaining confidence in authenticity could be crucial. The United States accounts for almost half of global demand for polished diamonds, and this market has helped maintain overall growth. However, around half of mined diamonds are not of gemstone quality and are used in industry for grinding and cutting tools. Lab-grown diamonds also increasingly satisfy industrial demand. Opsydia technology can be used to mark various transparent materials and the company envisages future applications with industrial diamonds. Required: Devise a marketing strategy for Opsydia to market the D5000 Diamond Marking System to potential customers
