Sharing a perspective on promoting viability of the global diamond manufacturing industry in the long term, Stephane Fischler, Treasurer of the International Diamond Manufacturers Association (IDMA), addressed the 2010 China Diamond Conference in Shanghai with a focus on the need for long-term competitiveness. %% Geopolitical shifts and financial dynamics witnessed by the industry, development of new consumer markets in India and China, effect the proportional increase of the ageing population has on both the traditional and newer consumer markets; the need to support and raise awareness among industry members about consumer confidence issues; and sticking to best business principles were some of the key aspects of his talk. %% He also presented the Chinese translation of the IDC Rules, which he said"These will no doubt contribute to enhancing the trust and comfort level of the Chinese consumer in diamonds and diamond jewellery."