The Diamond Producers Association (DPA) is to launch its marketing campaign at the JCK Show Las Vegas in June, Sally Morrison, the DPA’s managing director of marketing, informed Rapaport News. The new campaign is to start slightly more than a year after the DPA was formed in May 2015 by seven leading diamond miners with an initial budget of $6 million. The DPA aims to stimulate consumer demand for precious stones.
“Everyone agrees the marketing plan is very good. It’s not only our opinion, that’s what our key offtakers agree based on the limited data they have,” commented ALROSA President Andrey Zharkov. ALROSA is one of the DPA’s founding members. “There must be a joint program. It will be launched first in the U.S. market, then China, then India – the three key drivers with a good culture of consuming diamonds,” Zharkov added.