Rapaport News


Polished Markets

Rapaport Broadcast
Martin Rapaport’s Webinar on Estate Jewelry
October 30 2019

Advanced search
Latest Articles
Rough Markets
Polished Markets

DPA Campaign Targets Self-Purchasing Women

“For Me, From Me” debuted during Oscars TV coverage.
Feb 24, 2019 6:10 AM   By Rapaport News
Print Print Facebook Facebook Twitter Twitter Share Share

 The Diamond Producers Association (DPA) will debut a new campaign geared toward female self-purchasers during television coverage of the Oscar awards.

The initial promotion of “For Me, From Me” will feature a series of videos set to air on broadcast network E! Entertainment, followed by photo galleries on Instagram and the E! website.

“Our latest campaign celebrates the distinct pride and joy women feel in purchasing a diamond for themselves, a celebration of self that is beautifully embodied by the enduring qualities of a natural diamond,” Kristina Buckley Kayel, the DPA’s managing director for North America, said Thursday. “It’s timely for the diamond industry to acknowledge the different needs and mindset of the female self-purchaser, and position itself optimally to service her.”

Self-purchasing women have become one of the strongest groups of growth for the natural-diamond industry, comprising one-third of all diamond-jewelry sales in the US, the DPA said, citing data from De Beers. The market, worth $43 billion, grew 4% in 2017, it added.

The campaign is set to run across a variety of media, including TV, digital and print, through fall 2019. The DPA will also partner with retailers to maximize its impact. Participating stores will feature visual merchandising, point-of-sale materials and shareable social-media content.

“This campaign was created with the needs of the retail community in mind,” Kayel added. “[It] communicates a simple message, and retailers play a critical role in making it mainstream.”

Image: A screenshot from one of the DPA’s video commercials, “On the Road”. (DPA)
Tags: “For Me, Diamond Producers Association, Dpa, From Me”, Kristina Buckley Kayel, Rapaport News
Similar Articles
GIA Susan JacquesJVC Honors GIA CEO Susan Jacques
Jan 20, 2020
The Jewelers Vigilance Committee (JVC) has presented Gemological Institute...
Bonhams Expands Global Jewelry Department
GIA Suspends Sealing Service
Rapaport Weekly Market Comment
AntwerpBelgium Shipments Hit 10-Year Low
Jan 16, 2020
Belgium’s diamond trade declined in 2019 as excess supply led to slower...
GIA Advertises Origin Reports in Times Square
India’s Polished Exports Slump in 2019
Comments: (0)  Add comment Add Comment
Arrange Comments Last to First

Call Us: 1-702-893-9400
Member License Agreement   RapNet Trading Rules & Code of Conduct    Privacy Policy  
twitter twitter
About Rapaport
Advertise with us