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DPA Relaunches as the Natural Diamond Council
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The Diamond Producers Association (DPA) has unveiled a new name and strategy it hopes will resonate with younger consumers and position it as a leading digital publisher of information about diamonds.The category-marketing organization is now the Natural...
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Marketing
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Jun 01, 2020
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Rapaport News
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DPA to Rebrand, Abandon ‘Real Is Rare’
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The Diamond Producers Association (DPA) has revealed plans for a radical overhaul that will see it change its name and drop the “Real Is Rare” tagline.Starting June 1, the marketing group will unveil a fresh...
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Marketing
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May 19, 2020
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Joshua Freedman
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Diversity: A Business Opportunity
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Having a workforce that is more diverse not only makes goodbusiness sense, it makes good economic sense. Companies with a more inclusiveemployee base — i.e., a greater proportion of women and ethnically/culturallydiverse individuals — are more competitive in the...
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Polished Markets
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Oct 15, 2019
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Deborah Yonick
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DPA Launches ‘Diamond Journey’ Campaign
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The Diamond Producers Association (DPA) has unveiled amultimedia campaign tracing the entire story of a diamond from volcanic eruption to its purchase as jewelry.The new cinematic ads, titled “The Diamond Journey” and ranging from...
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Marketing
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Oct 10, 2019
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Rapaport News
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DPA Targets New Indian Parents
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The Diamond Producers Association (DPA) will launch acampaign in India encouraging new parents to celebrate the birth of a child by purchasing a diamond. Based on the DPA’s consumer research, 39% of Indianconsumers consider the birth of a child to be an auspicious...
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Retail
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May 05, 2019
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Rapaport News
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DPA to Amplify Female Self-Purchasing Message
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The Diamond Producers Association (DPA) is planning a campaign focused on boosting demand among female self-purchasers. “We’ve started the creative process with the idea of expanding the territory of our Real is Rare campaign,” CEO Jean-Marc...
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Marketing
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Jun 05, 2018
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Avi Krawitz
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DPA Eyes Chinese Millennial Market
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The Diamond Producers Association (DPA) unveiled its China marketing program at the recent Hong Kong International Jewellery Show, as it plans to launch in the country in July.The DPA’s “Real is Rare, Real is a Diamond” initiative, which has...
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Marketing
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Mar 05, 2018
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Rapaport News
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New Diamond Ads Refocus on Love Moments
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The Diamond Producers Association (DPA) has shifted to shortervideo advertisements for the holiday season as it aims to market diamonds bycapturing precious moments in couples’ relationships.Rather than telling more involved stories, as the DPA’sinitial videos did,...
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Marketing
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Nov 20, 2017
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Rapaport News
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Opinion: Multifaceted Millennials
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The future of our industry will depend on our success in enrolling the largest living generation: the millennials. Millennials are, in fact, one of the largest generations in history, and they are about to enter their spending...
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Retail
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Nov 16, 2017
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Sally Morrison
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GJEPC Calls for DPA Budget Hike to $100M
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TheDiamond Producers Association (DPA) needs to boost its internationalmarketing budget sharply next year, Praveenshankar Pandya, head of India’s Gem &Jewellery Export Promotion Council (GJEPC), said.“We[the industry] need at least $100 million next year...
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Marketing
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Jul 27, 2017
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David Brough
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New DPA Ads Feature Intimate Moments
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Images of couples sharing tender moments will grace theDiamond Producers Association (DPA)’s new range of still advertisements, as partof the organization’s campaign to associate diamonds with love.The DPA launched this new phase of its marketing...
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Marketing
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Jun 07, 2017
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Rapaport News
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DPA Hikes Annual Budget to $57M
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The Diamond Producers Association (DPA) has increased itsbudget more than fourfold, enabling the marketing body to expand its activitiesin the second half of this year.The DPA’s directors have approved $57 million of funding...
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Marketing
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Jun 05, 2017
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Rapaport News
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Sally Morrison to Receive Top GEM Award
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Jewelers of America (JA) will honor high-profile diamondmarketing consultant Sally Morrison with a lifetime-achievement prize at itsGEM Awards ceremony next year.The accolade goes to individuals who have “accumulated acareer’s worth of contributions to the fine jewelry...
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Marketing
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Jun 04, 2017
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Rapaport News
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DPA Taps Bartle Bogle Hegarty for India Ads
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The Diamond Producers Association (DPA) has appointed Bartle Bogle Hegarty as its creative agency in India, as the organization plans to roll out the “Real Is Rare” campaign in the sub-continent in September, reported Jean Marc Lieberherr,...
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Rough Markets
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Mar 20, 2017
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Joshua Freedman
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Bringing Diamonds to a New Generation
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The Diamond Producers Association (DPA) has the mammoth task of changing the diamond narrative, according to Jean-Marc Lieberherr, the organization’s chief executive officer.Initially, at least, that mission extends to how the diamond industry engages...
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Retail
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Mar 14, 2017
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Avi Krawitz
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De Beers Foresees Pleasingly Normal 2017
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De Beers offered few surprises in its 2016 earnings, which were published on Tuesday and reflected what chief executive officer Bruce Cleaver called a “very pleasing year.” Granted, growth was compared to the weak performance...
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Rough Markets
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Feb 23, 2017
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Avi Krawitz
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Diamonds to Share Oscar-Night Limelight
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Amid the glitz and glamor of the Oscar red carpet, diamonds will also grace our screens during ad breaks, as the Diamond Producers Association (DPA) is running its “Real is Rare. Real is a Diamond” campaign during...
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Retail
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Feb 16, 2017
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Avi Krawitz
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