Called ‘Essential Diamond Truths’, the campaign from the US-based industry group involves a video that is shareable via social media, as well as an infographic series.
A DPA spokesperson told Rapaport News, “The goal is to convey some of the key facts and truths about natural diamonds in a compelling, cinematic way that will engage viewers.
“There are many outdated misconceptions about the diamond industry, and we wanted to present these essential diamonds truths, many of which consumers are unaware of, in a fresh, elevated way to capture the attention of our target audience, Millennial consumers.”
Some of the facts presented include that diamonds are older than life on Earth, that ‘conflict diamonds’ have been all but eradicated by the Kimberley Process, and that the diamond industry supports the livelihood of 10 million people.
An infographic featuring ‘Five Essential Laboratory-Grown Diamond Truths’ has also been created by the DPA, noting that synthetic diamonds are not identical to natural diamonds and can be detected, that they are produced in a factory, that the carbon emissions associated with their production is three times higher than natural diamonds, and that their price per carat is falling.
A final infographic on ‘Lab-Grown Value Facts’ notes that synthetic diamonds have no resale value, that wholesale prices have dropped precipitously since 2017, and that larger synthetic stones don’t command a higher price per carat.
All materials have been made available to retailers through the DPA website.
Watch video:
More reading:
The White Diamond Report: Evolution and Survival
Mined diamonds generate less carbon than lab-grown: report
Doubts over synthetic diamond producers’ ‘eco-friendly’ claims