Avi Paz, president of the World Federation of Diamond Bourses (WFDB) has urged trade fair organisers to promote their trade fairs with better support for the marketing efforts of firms who exhibit loose diamonds at their shows. He said "Many diamond companies today consider trade fairs as an integral component of their marketing strategy. However, the global financial crisis has forced these diamond firms to cut back on expenditures, and that includes marketing budgets. In this business climate, it would serve both the trade shows and the diamond industry if the trade show organisers would go the extra mile to assist diamond companies in getting maximum benefit." %% Paz suggested that the trade fairs enter into a meaningful dialogue with the diamond trade on how to maximise the benefits of participating in their shows, touching upon aspects of cost of participation, positions at the show and assistance in publicising the participation of diamond companies. %% Paz reflected an optimistic approach stating, "I will say again that I am confident that the fundamentals of the diamond business are sound. However, all industry stakeholders and partners, including the trade shows, will need to make an extra effort to get us through this unprecedented period of difficulty."