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Australian men are invited to forget about trying to learn all things cut, colour, clarity and carat weight and call on the 5th C for their next diamond purchase, the first brand campaign for The Diamond Concierge. The campaign which introduces the only ‘C’ you need to know when shopping for a diamond, the online retailer’s ‘Diamond Concierge’ is here to share his wealth of knowledge for men who find themselves lost in the search for the perfect stone for a loved one. A tongue-in-cheek take on the complex world of diamonds and the jewellery industry, the 5th C adds an element of humour to a typically serious topic.