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.
The Diamond Producers Association (DPA) announced their intention to spur demand in the third largest diamond market, India, by launching their “Real is Rare” slogan in September. The DPA - an international alliance of the world’s leading diamond mining companies whose mission is to protect and promote the integrity and reputation of diamonds, and the diamond industry - initially launched its “Real is Rare” campaign in the U.S. in 2016.
Signet Jewelers, as part of its effort to support and reinforce its Responsible Sourcing Protocol for Diamonds (D-SRSP), has been working on a project with product-testing firm United Laboratories and the Diamond Producers Association to create a facility for testing synthetic diamond screening equipment, writes Rapaport News.** The intention is to create an industry standard for such equipment so that, "su
When people talk badly about diamonds, they think of the stone they're going to buy, but they don't think of the lives that are going to be affected. In Botswana, for example, 45-50% of the total GDP comes from diamond mining. So when people say, "I'm not going to buy a diamond because it has a bad rep", think of the two-plus million people in Botswana that will be affected.
The Academy Awards taking place tonight are not only Hollywood cinema's biggest night of the year, but are also one of the most pivotal annual events for fashion, brands and iconic jewelry.
"When I joined the diamond industry 10 years ago, I discovered the significant contribution diamond mining makes to entire regions and communities, through local employment and investments, construction of infrastructure, and development of health and education programs. I would assume that most consumers today are not aware of the contribution diamonds make to the world. Diamonds matter to the livelihood of millions, and they matter to all of us who want to express to our loved ones the sincerity of our commitment. Not all is perfect, but it is good today, and it will be better tomorrow.
Since the real (forgive the pun) possibility of cultured diamonds being produced economically in volume started to become apparent, the industry has reacted with a completely closed mind ... The good news is that the woeful performance of polished diamonds is at least forcing some people to think, but thinking in the same old box is not going to do much good. Nothing is being aggressively promoted by the industry about the enormous benefits [created by] the vast majority of natural diamond mining, the jobs and wealth it creates in often very impoverished areas of the world.
According to Thomas Biesheuvel of Bloomberg, the Diamond Producers Association (DPA) - an international alliance of the world’s leading diamond mining companies whose mission is to protect and promote the integrity and reputation of diamonds, and of the diamond industry - will ask its backers to raise its budget to as much as $60 million a year. DPA chief executive officer Jean-Marc Lieberherr declined to comment on the article.
National Jeweler’s Editor-in-chief Michelle Graff made 3 Predictions regarding the retail market for 2017 based on current market trends and the way consumer demand is changing with the times. Retailers, including larger chains, will continue the 2016 trend of closing down. Women’s clothing retailer The Limited announced that they were closing all their stores and operating strictly online.
De Beers CEO Bruce Cleaver sat down with Joseph Pisani of the Associated Press to talk about how the diamond industry is trying to reach millennials, "the under-35-year-olds who may be more focused on paying off student loan debt than buying diamonds and getting hitched." The commercials the Diamond Producers Association launched in 2016 - the financing for which De Beers contributed to as member of the DPA - abandon the conventional view of diamonds purcha
The Diamond Producers Association (DPA) has enlisted American rapper, actor, comedian, entrepreneur and record producer Nick Cannon to find contemporary answers to the question implied in "Why Real is Rare": a short docu-film which is the latest iteration of the DPA's "Real is Rare. Real is a Diamond" campaign. The film explores how and when couples realize their connection has become a commitment. What makes finding the real thing so rare among couples in contemporary culture?
The highly anticipated launch of the Diamond Producers Association's "Real is rare. Real is a diamond" category marketing campaign is finally a fait accompli. Two intense ads featuring young couples will air on broadcast television and various digital platforms such as Hulu alongside a social media push. The Diamond Producers Association has also planned a major public relations initiative in its efforts to reintroduce young Americans to the appeal of a real diamond.
- Diamond Producer's Association announces Real is Rare. Real is A Diamond in Antwerp. Keep an eye out for launch of first category marketing campaign for diamonds in more than a decade, Oct. 5 in NY.
India’s Gem & Jewellery Export Promotion Council (GJEPC), together with De Beers, have launched a generic diamond promotion campaign specifically for the Indian market - previously announced at the 2016 India International Jewellery Show last August. "The campaign is targeted at the intra-family gift-giving market and is intended to get the Indian diamond industry’s static inventory of star- and melee-sized diamonds (between 0.01 and 0.06 carats) moving again.
Hong Kong Jewellery Magazine takes an in-depth look at the adjustments the diamond industry is, or should be, implementing in order to accommodate the changing economy and consumption habits in an environment where the diamond industry "at large is under the gloom of the stagnant economy that impedes buying sentiments in end consumers." With the assistance of three industry insiders - Erik Jens, head of the diamond and jewelry division at ABN AMRO Bank, Nissan Perla, founder of Olympic Diamond and the Diamond Registry, and Lawrence Ma, chairman of the Diamond Federation of Hong Kon
In his latest contribution to the diamond debate, "Diamond Trade a Medical Diagnosis: Self-Destructive" Melvin Moss, president at Regal Imports Ltd, argues for a unified marketing strategy - together with a standardized grading system - to benefit all in the diamond value chain. Currently, the situation is one where each company is promoting its own brand, thereby working against the interests of the diamond industry as a whole. "The multitude of new proprietary brands ... are making generic diamond marketing complicated.
The Diamond Producers Association (DPA), an international alliance of the world's leading diamond mining companies formed to promote generic marketing, has appointed Deborah Marquardt as Chief Marketing Officer. Marquardt will lead all U.S. activities for the DPA, with a focus on integrated marketing and media initiatives, and will report directly to CEO Jean-Marc Lieberherr. She and her team will work closely with the U.S. diamond and jewelry trade, as well as media, to promote the diamond category with U.S. consumers.
Jean-Marc Lieberherr is CEO of the Diamond Producers Association, formed in May 2015 by seven of the world’s leading diamond companies to maintain and enhance consumer demand for, and confidence in diamonds. Lieberherr joined Rio Tinto’s diamond business in 2005, "a life-changing move", he tells us. With the official launch of DPA's "Real is Rare. Real is a Diamond." campaign to take place in early October, Lieberherr lays out his vision of the DPA and responds to some questions on key issues in the diamond industry.
Andrey Polyakov, President of the World Diamond Council and Vice-President of ALROSA, sat down for an interview with Interfax (translation published exclusively by Rough-Polished), covering everything from the work and mission of the World Diamond Council (WDC), the Kimberley Process (KP), the Diamond Producers Association (DPA) and consumer demand for complete information about jewelry, to the possibility of ALROSA joining the Responsible Jewellery Council (RJC), setting up a diamond tracking program in China and the consumer markets in India, Brazil and the United States
Speaking to the new campaign the Diamond Producers Association (DPA) launched at JCK Las Vegas earlier this month, "Real is rare, real is a diamond", Global Witness argues that if diamond industry advertisers truly wish to appeal to their target audience - the millennial generation - then they would be best served by emphasizing the real good that the diamond industry does in the countries in which it mines. "According to the findings, for a generation living in an increasingly transient and virtual world, lasting and authentic connections are increasingly elusive and inversely desirable.
The Diamond Producers Association's (DPA) 'Real is rare. Real is a diamond' slogan launched at the JCK Show Las Vegas appeared to be aimed at countering lab-grown diamonds, but DPA CEO Jean-Marc Lieberherr tells JCK's Rob Bates that although he understands that reaction, synthetic diamonds were not part of its thinking. "The diamond producers are in this to make a long-term generational commitment to the industry. There is nothing tactical in anything we are doing," Lieberherr explains.
Charles Wyndham is left singularly unimpressed with the Diamond Producers Association (DPA) new slogan, as part of its marketing strategy, of ‘Real is Rare. Real is a diamond.’ It falls far short of the legendary ‘A Diamond is Forever’ slogan which hit the emotional value of diamonds and also the fact they are a store of value. But it also aims for the wrong target and even succeeds in missing that, he comments. "My assumption is that the key aim of this tag line is to combat the threat of synthetic, or as I would prefer [to call them] cultured diamonds.
Forevermark CEO Stephen Lussier, who is also Chairman of the Diamond Producers Association (DPA), says De Beers won't be making available the famous 'A Diamond Is Forever' slogan for the DPA's use. Its marketing team is working hard on its own strong concepts, he says.
Industry initiatives for responsible sourcing and supply chain integrity came under the spotlight at the JCK Las Vegas show, with the main issue being that people aren't aware of the big steps the industry is making in this regard. That became all too apparent as one of the “JCK Talks” panels debated whether lab-grown diamonds are a “threat or opportunity” for the natural diamond trade, writes Avi Krawitz of Rapaport. "While the lab-grown industry is marketing itself as an ethical alternative to natural diamonds, the undertone is that the natural diamond trade is not ethical."
"Real is Rare. Real is a Diamond". The Diamond Producers Association today delivered a special presentation to members of the diamond industry at the JCK Trade Show in Las Vegas to reveal the long-awaited compaign slogan and platform with which they hope to attract the generation of Millennials. The DPA's marketing campaign, intended to fill the void since De Beers ceased generic marketing, is the result of six months of development, including in-depth research into its target audience: millennial consumers.
Gemfields has named Sally Morrison director of marketing and sales, Americas. She was until recently the managing director of marketing at the Diamond Producers Association which aims to promote diamonds generically. She previously held senior roles with A Diamond Is Forever, Forevermark and the World Gold Council. Gemfields CEO Ian Harebottle said that Morrison's role "will be pivotal as we continue to expand and the U.S. announces several new marketing strategies.”
The Diamond Producers Association (DPA) and India’s Gem and Jewelry Export Promotion Council (GJEPC) signed a Memorandum of Understanding (MOU) to work together to bolster global diamond demand. The agreement was signed by DPA Chairman Stephen Lussier and GJEPC Chairman Praveenshankar Pandya. The MOU calls for quarterly meetings between the two bodies to discuss industry challenges and opportunities, review and discuss marketing progress and share industry insights on matters of mutual interest.
"This June at the JCK Las Vegas show," writes Rob Bates for JCK, "the Diamond Producers Association (DPA) will unveil an industry milestone: the first category-driving campaign for diamonds not sponsored by De Beers. The DPA’s campaign grew out of its research on millennials, including extensive surveys and focus groups conducted by its marketing firm Mother New York." Bates plans to take an in-depth look at their research between now and then, but provides a few spoilers about what they found out.
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.
Martin Rapaport has written an in-depth diatribe rejecting the claims of sythetic diamand producers that their product is more ethical than naturally mined diamonds, exposing the value proposition of synthetic diamonds as a ruse and calling natural diamond miners to join together to aggressively market and natural diamonds and attack synthetics. It is nothing less than a call to arms for the natural diamond industry, and he goes so far as to call the way synthetic diamonds are marketed as "evil".
"Very few speak of the good diamonds have done for some of the poorest people in the world," write Mark Boston and Vinod Kuriyan in a blog article on GemKonnect. "Of the positive influence on communities in literally every single continent barring uninhabited Antarctica." With the world's attention grabbed by evils such as terrorists, people traffickers, sex slavers, and drug cartels that destroy millions of lives, good deeds don’t get the sort of publicity that evil does.
Sally Morrison, Managing Director of Marketing of the Diamond Producers Association (DPA), will leave the organization in May to pursue another professional opportunity. Morrison, a veteran of Forevermark, World Gold Council (WGC) and the De Beers account at JWT joined the DPA late last October, so today's announcement comes a mere five months after her appointment. To ensure continuity of momentum in the DPA’s U.S.
The Diamond Producers Association has announced that Jean-Marc Lieberherr, formerly its Chairman, is to become Chief Executive Officer. Jim Pounds, an executive vice-president at Dominion Diamond, is Vice Chairman, and Forevermark CEO Stephen Lussier, as announced last week, will serve as Chairman, all with immediate effect.
With a touch of hyperbole, The Times of India writes that, "a fierce marketing battle is on the cards between companies making lab-grown diamonds and those producing natural ones to woo consumers across the globe" as demand for diamonds stagnates.
Speaking at the opening of the four-day IIJS Signature show in Mumbai, writes GemKonnect, India’s Gem & Jewellery Export Promotion Council (GJEPC) chairman Praveenshankar Pandya said he wants the global industry to spend at least as much annually on global generic promotions as De Beers used to spend before it stopped doing them completely - $200 million.
"Am I the only one who sees a conflict of interest with Forevermark CEO in charge of generic diamond marketing?"
Melvin Moss, President at Regal Imports Ltd. in a reaction to the news Forevermark CEO Lussier will take over as DPA Chairman.