The Diamond Producers Association (DPA) has announced that Jean-Marc Lieberherr has decided to step down from his role as CEO at the end of his current contract period on 31 December 2019. Lieberherr served a leading role at the DPA since it was formed in December 2015, initially as its first Chairman, then as its CEO. His replacement, David Kellie, who has held senior positions at Ralph Lauren and Watches of Switzerland, will join the organisation in December 2019.
The Diamond Producers Association (DPA) has launched what they are calling "an unprecedented, cinematic telling of the natural diamond story" from their genesis billions of years ago to their final destination as a piece of finished jewelry. Sporting the taglines "Three Billion Years in the Making" and and “Before There Was Life, There Were Diamonds”, the campaign focuses on the improbable and epic formation of these rare stones. "The majority of consumers are unaware that diamonds are the oldest thing they will ever touch or own," says DPA CEO Jean-Marc Lieberherr in a statement.
It is no secret that since De Beers stopped shouldering the promotional burden for the diamond industry more than a decade ago, investment in category marketing has steadily declined. The Diamond Producers Association (DPA) was created a couple of years ago, but by their own admission their efforts alone are not enough, and more funds are needed.
The 21st Presidents’ Meeting of the International Diamond Manufacturers Association (IDMA) and the World Federation of Diamond Bourses (WFDB) begins today, September 23, in Dubai. It will take an in-depth look at the issue of synthetic diamonds with a panel discussion dedicated to this issue, while another panel will discuss traceability, provenance and blockchain technology.
The Diamond Producers Association (DPA), a global alliance of the leading diamond mining companies, which represents 75% of the world’s diamond production, today released its first independent research report on Members' impact on local communities, employees and the environment. The report, authored by Trucost and titled The Socioeconomic and Environmental Impact of Large-Scale Diamond Mining, is the world’s first comprehensive analysis of the contributions of DPA Members, examining socioeconomic and environmental benefits and impacts.
The U.S. Federal Trade Commission, which investigates allegations of deceptive advertising, sent eight letters to jewelry marketers warning them that some of their online advertisements of jewelry made with simulated or laboratory-created diamonds may deceive consumers, in violation of the FTC Act. The organization warned that failure to follow the Guides may result in enforcement actions if the FTC determines the companies engaged in unfair or deceptive acts or practices.
The Diamond Producers Association (DPA) has launched a new e-learning program for diamond retailers, entitled “Behind the Brilliance of Diamonds.” Developed to help all US retailers, the hour-long program - split into 3 informative modules – offers educational material and quizzes, going beyond the 4Cs to highlight the intangible value of natural diamonds.
The Diamond Producers Association (DPA) and Signet Jewelers have published the first results of their ASSURE Program to independently and objectively test the performance of laboratory-grown diamond detectors (Diamond Verification Instruments). The program intends to eventually test and identify each machine on the market concerning how well they detected or referred man-made stones, including the rate at which they gave false positives.
The Diamond Producers Association (DPA) yesterday announced the third wave of the Real is Rare, Real is a Diamond campaign. Entitled ‘For Me, From Me’, the campaign is inspired by the natural diamond industry’s strongest growth engine, women self-purchase, which today represents one-third of all diamond jewelry sales in the US, a $43 billion diamond market that grew +4% in 2017, according to De Beers Group data. The $10 million–$15 million campaign will include digital, print, television, and out-of-home components. Its videos will debut during E!’s Oscar coverage on February 24.
In 2014, I wrote that the lab-grown diamond industry was out-promoting the natural. That is even more pronounced now. I don’t get many pitches from natural diamond companies. And some of the pitches I do get are kind of dull. By contrast, I get at least two or three pitches on lab-grown diamonds a week. My Facebook feed is inundated with ads for lab-grown companies. The man-made segment claims only a single-digit percentage of the market, but it appears to be doing an outsized percentage of the marketing ...
The Diamond Producers Association (DPA) has appointed Kristina Buckley Kayel (pictured) as the managing director of its North American division, it announced yesterday, January 3. Kayal will be responsible for developing and implementing the DPA’s consumer marketing and communications strategy, with a focus upon the “Real is Rare. Real is a Diamond.” platform, as well as represent the DPA in local trades and organizations within North America. She will assumes her new role on February 4, 2019.
‘Conservation’, the first Diamonds Do Good video in the Diamond Empowerment Fund (D.E.F)’s new Real Stories, Real Diamonds, Real Impact campaign targeting Millennials, has apparently hit its mark. The one-minute video earned 11 million impressions in the first month alone, including 7 million views of at least :30 seconds, and 5 million views of the entire video.
53 million Americans plan to buy a diamond between Thanksgiving and Valentine’s Day. 21% (1-in-5) Americans plan to purchase a diamond between Thanksgiving and Valentine’s Day, with men and millennials among the most likely to be in the market for a diamond this holiday season. 35% of millennials plan to purchase a diamond, and more than 1-in-10 plan to buy a diamond engagement ring (13%), while 27% of men plan to purchase a diamond and 11% plan to buy an engagement ring.
- Diamond Producers Association, findings from a recent survey.
The GIA (Gemological Institute of America) announced yesterday that ALROSA, the world's largest producer of rough diamonds, will participate in the Institute's M2M (Mines to Market) program, its "new digital storytelling platform". GIA's M2M is a digital platform that brings together the Institute's unique ability to scientifically match rough diamonds to the resulting polished gems with information from each step in the value chain, enabling it to tell the compelling story of a diamond's journey.
RZ Murowa Holdings Ltd. (RZM), majority owner and operator of Murowa Diamonds, has joined the Diamond Producers Association (DPA), making it the eighth diamond mining company, and first new member, to join the DPA since it's launch in 2015. The DPA was created in 2015 to protect and promote the integrity and reputation of diamonds. Murowa Diamonds operates the Murowa mine in Zimbabwe, which was purchased from Rio Tinto in 2015 and expanded significantly under its new leadership. Manit M.
The Diamond Producers Association recently released a statement addressing the controversial changes the US's FTC has adopted regarding the definition and description of diamonds, among other issues.
“We are not planning to change our strategy, integrate in the new market (synthetic product market) and launch our own synthetic production, or sell lab-grown diamonds. It is obvious that ALROSA as a diamond producer and one of the founders of Diamond Producers Association (DPA) hopes that this initiative will lead to differentiation of diamonds and synthetic stones, underlining the status of synthetics as a distinct low-price product.
De Beers this morning dropped a bomb on the diamond jewelry world with the announcement that they are launching a new brand of fashion jewelery containing laboratory-grown diamonds (LGDs). Called Lightbox Jewelry, the new brand will offer consumers LGDs in high quality designs for casual, everyday occasions at lower prices than existing LGD offerings. "Lightbox will bring something entirely new and innovative to LGDs, by combining colour and sparkle in fashion jewellery, and at very accessible retail prices", the miner writes in a document sent to stakeholders.
The Diamond Producers Association (DPA) has conducted a survey of 2,011 US adults about their attitude toward synthetic diamonds, finding a clear majority of Americans do not consider diamonds created in a factory ('synthetic' or 'laboratory-grown') as 'real' diamonds (see the full survey results here).
Jean-Marc Lieberherr, CEO of the diamond marketing organization Diamond Producers Association (DPA), spoke with Melissa Smet of De Belgische Diamantnijverheid, the quarterly magazine of the Syndicate of the Belgian Diamond Industry (SBD), about the mission, current progress and future plans of the DPA, as well as some key industry issues. The DPA set up shop and was launched in 2016, but their first real year of investment was 2017, and they invested about $57 million on generic marketing.
The Diamond Producers Association (DPA) has appointed Grant Mobley as US Trade Director. Mobley, a diamonds graduate from the Gemological Institute of America, joins the DPA with over 13 years of experience in the jewelry industry, most recently as the lead of sales for Pluczenik Diamond Company, a world leading diamond sightholder and manufacturer. Has worked in a wide range of fields including retail, manufacturing, and sourcing. In his newly created role, Mobley will lead the organization’s trade relations in the U.S.
Russia's ALROSA, the world's largest diamond producer, saw its profits tumble by 41% in FY 2017 owing to a variety of factors, including: a 13% ruble appreciation against the US dollar, a 9% decrease in the average price of gem-quality diamonds sold and fallout from the tragic Mir mine flood. The financial downturn took place against the background of increases in the volume of diamonds sold as well as production.
Sergey Ivanov (37), the young CEO and Chairman of the Executive Committee of the world’s largest diamond miner, ALROSA, was in Antwerp for the company’s annual meeting with its 56 long-term clients. ALROSA is a traditional company in a traditional business, and still evokes the reputation of a state-owned giant despite the partial privatization (currently 34%) of the company a few years ago.
Real is a Diamond partnered with The NBCU Content Studio on new custom video content launching during the live on-air and digital broadcast of the 2018 Winter Olympics in Pyeongchang. “The Making of a Gem” video shorts were developed to showcase the striking similarities between the unique journey of an athlete on the rise, and a diamond - tapping into the emotional context of a diamond’s symbolic meaning.
With marriage rates falling and divorce rates climbing, the diamond industry is facing a challenge to win over Chinese millennial consumers, Ruonan Zheng writes for Jing Daily.
Nine of the leading diamond industry organizations and jewelry associations have jointly released the Diamond Terminology Guideline, containing recommendations for describing diamonds and synthetic diamonds, announced the Antwerp World Diamond Centre (AWDC) and CIBJO the World Jewellery Confederation in a press release. The Guideline, based on ISO standards and the CIBJO Diamond Blue Book, is intended to set the universal standard for communicating about diamonds and their laboratory-grown counterparts.
According to an interview with Diamond Producers Association (DPA) CEO Jean-Marc Lieberherr, the Antwerp-based category marketing organization set up by seven leading diamond mining companies (ALROSA, De Beers, Dominion Diamond, Gem Diamonds, Lucara Diamond, Petra Diamonds and Rio Tinto) in 2015 expects to have $70 million to spend in 2018, up from $57 million in 2017. Having focused mainly on the U.S.
In their attempt to position synthetics as responsible alternatives to diamonds, many manufacturers have been propagating misleading, outdated, and inaccurate information about the diamond industry. This information ignores the significant changes which have occurred in the diamond sector over the past 15 years.
Jean-Marc Lieberherr, CEO of Diamond Producers Association
The Antwerp World Diamond Centre (AWDC), representing the largest diamond trade hub worldwide, and diamond mining company De Beers today announced at the KP Plenary in Brisbane that they are discussing a potential collaboration in De Beers’ recently announced blockchain platform. De Beers Group CEO Bruce Cleaver said that in recognition of the crucial issue of confidence in the diamond industry and the changing expectations across the value chain, the company has been investing in a platform to create, "the first traceability platform to span the entire diamond value chain ...
Last month, The New York Times posted an article entitled “Atelier Swarovski Turns to Man-Made Gems”. Jean-Marc Lieberherr, CEO of the Diamond Producers Association, would call this an oxymoron. Gems by definition are not man-made, not to mention the fact that calling them such contradicts the standards of the International Organization for Standardization (ISO).
The Diamond Producers Association (DPA) launched its new “Real is Rare” advertising last night (Nov. 16) on the 18th Annual Latin Grammy Awards on Univision. The second phase of trhe campaign focuses on real, intimate moments within relationships. “The Reveal” is one of two new videos presenting a modern take on love and diamonds.
The African Diamond Conference (ADC), a joint initiative of Belgium's Federal Public Service (FPS) Foreign Affairs and the Antwerp World Diamond Centre (AWDC), took place yesterday at the Egmont Palace in Brussels. With nearly 400 in attendance, the ADC featured a broad range of speakers from across the entire diamond pipeline - from mine to finger - as well as diamond industry stakeholders.
I’m not here to throw mud at the Diamond Producers Association or its efforts. What they do is great and very much needed. However, I do want to suggest that we need to go beyond general promotion. The augmenting campaigns, those that create a specific desire followed by a specific action, is the kind of marketing we are missing today.
- Edahn Golan highlights need for diamond marketing, wonders if DPA getting consumers into stores.
Alrosa’s President, Sergey Ivanov, has joined the board of the Diamond Producers Association (DPA), the Russian miner announced on Monday. Ivanov will replace the position vacated by the former Alrosa VP, Andrey Polyakov, before he left the company.
The De Beers Group today announced it will invest more than $140 million in marketing this year - its biggest spend since 2008, when the Group was spending an estimated $100 million annually. The increased investment will be focused on generating further consumer demand for diamond jewellery in the leading markets globally, with the greatest spend targeted in the US, China and India, the company states.
KRC Research conducted an online survey on behalf of the Diamond Producers Association (DPA) regarding US millennial women’s views on luxury goods. The results highlighted three major trends: Long term value both financially and emotionally, Pride in legitimacy of the goods purchased and the expression of self-confidence.
Synthetics are mass-produced in factories, made in a matter of weeks and primarily used for industrial purposes. None of these qualities is commonly associated with the rarity, beauty and luxury that embody a diamond. Many have raised concerns about the long-term value of synthetics because, as a manufactured product, their potential supply is unlimited. Furthermore, synthetics are not eco-friendly... Diamonds are of the earth, made billions of years ago, as old as the stars. They are an authentic, scarce product in an increasingly artificial world.
The Diamond Producers Association (DPA) on June 6 debuted at JCK Las Vegas a print, out-of-home, and digital display campaign extension, complementing the successful “Real Is Rare” TV and digital videos that were released in October 2016. Starting in July, the new ads will appear in weekly and monthly magazines across several verticals, including bridal, lifestyle, fashion, and entertainment.
The Diamond Producers Association (DPA) announced on Sunday at the JCK Las Vegas show that their 2017 full-year marketing investment will increase to $57 million from approximately $12 million following the success of the 2016 campaign. This will enable the diamond marketing body to expand its multichannel advertising, PR and digital campaigns as well as continue rolling out the campaign to India.