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The Diamond Producers Association launched the above campaign 'Real is rare' in October 2019. This will now be abandoned with the plans of a new marketing strategy and campaign planned for launch in June.
The Diamond Producers Association launched the above campaign 'Real is rare' in October 2019. This will now be abandoned with the plans of a new marketing strategy and campaign planned for launch in June.

Diamond industry organisation to change name, launch new campaign

The Diamond Producers Association (DPA), which promotes natural diamonds internationally and is funded by seven mining companies including De Beers and Alrosa, has announced a complete rebranding and a new marketing premise.

The association will be renamed and a suite of new consumer and trade websites, as well as new social media campaigns, are set to be launched from 1 June in the US and Europe, and 1 July in Asia.

David Kellie DPA new CEO
David Kellie DPA new CEO
"It’s our objective to be the number-one destination globally for consumers coming into websites looking for information, inspiration and education around the world of natural diamonds"
David Kellie, Diamond Producers Association

The DPA’s previous marketing slogan, ‘Real is rare, real is a diamond’ and its website www.realisadiamond.com, will be abandoned.

Announcing the changes during a webinar last week, David Kellie, CEO DPA, said, “Everything that you’re more familiar with around the DPA is going to be relaunched and rebranded. It’s our objective to be the number-one destination globally for consumers coming into websites looking for information, inspiration and education around the world of natural diamonds.”

He added that the new campaigns would target younger consumers and “mid-income” jewellery customers, explaining, “The Cartiers and Bulgaris of this world do a wonderful job at the very high end [but] the audience we’re speaking to is much more of a mid-tier audience. They want luxury, but they don’t want to be patronised because they can’t afford high luxury.”

Rapaport News reports that the campaigns will focus on supporting local and independent jewellers and those located in shopping centres, who cater to these consumers.

Notably, Kellie emphasised that the new campaigns would not focus on disparaging the lab-grown diamond sector.

Kellie was previously head of US marketing for Watches of Switzerland and corporate senior vice president, global marketing and advertising, at fashion house Ralph Lauren. He was appointed CEO of the DPA in January, replacing Jean-Marc Lieberherr who had led the organisation for four years.

 

More reading:
Jean-Marc Lieberherr departs Diamond Producers Association
The Great Diamond Debate: Making the call for total transparency and trust
New campaign for natural diamonds aims to fight misconceptions
 











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