MID’s strongest suit, as it always is, is the choice and quality of the diamonds on display. For this specific event, it has packed its showcases with a variety of spectacular stones, both in terms of size and color, with one wing of the booth dedicated specifically to diamonds of vivid fancy yellow colors.
MID Belgium team at the CARAT+ show, as seen in a photograph produced by the SharingBox device (from left): Puzant Toruslu, David Meirov, Keren Benarosh and Natalia Talianova.
But in the modern diamond trade, cutting-edge companies complement traditional sales and marketing strategies with technological solutions, and MID is no exception. Standing at the entrance to the company’s booth at CARAT+ is the SharingBox, into which show goers are invited to gaze, and then take a photograph, provide certain contact details and note their purchase requirements. For this they are rewarded with an attractive printed self-portrait, featuring the MID logo, but more important their details are added into the company’s database.
“At the end of the day the SharingBox is an ice breaker, and we then need to supply them with the diamonds and service they require in order to close the deal,” said David Meirov, from MID’s Belgian office. “But it is an effective tool at a trade show, where many companies are represented and each looks for elements that will cause buyers to pause for a moment before their booth.”
At the end of CARAT+, the MID team will not be leaving Belgium, but rather returning to their regular quarters in the Antwerp Diamond District, where they serve the city’s diamond trade every other day of the business year.
MID HOUSE OF DIAMONDS @ CARAT+