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Matt Perosi
Diversity: A Business Opportunity
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...
Polished Markets Oct 15, 2019 Deborah Yonick
DPA Diamond Journey
DPA Launches ‘Diamond Journey’ Campaign
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...
Marketing Oct 10, 2019 Rapaport News
DPA India
DPA Targets New Indian Parents
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...
Retail May 05, 2019 Rapaport News
Diamond jewelry
DPA to Amplify Female Self-Purchasing Message
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...
Marketing Jun 05, 2018 Avi Krawitz
Hong Kong March 2018 show
DPA Eyes Chinese Millennial Market
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...
Marketing Mar 05, 2018 Rapaport News
Real is a Diamond image Nov 2017
New Diamond Ads Refocus on Love Moments
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,...
Marketing Nov 20, 2017 Rapaport News
Millennials
Opinion: Multifaceted Millennials
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...
Retail Nov 16, 2017 Sally Morrison
Lining up for IIJS India show July 2017
GJEPC Calls for DPA Budget Hike to $100M
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...
Marketing Jul 27, 2017 David Brough
DPA print ad
New DPA Ads Feature Intimate Moments
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...
Marketing Jun 07, 2017 Rapaport News
DPA
DPA Hikes Annual Budget to $57M
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...
Marketing Jun 05, 2017 Rapaport News
Sally Morrison
Sally Morrison to Receive Top GEM Award
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...
Marketing Jun 04, 2017 Rapaport News
Jean-Marc Lieberherr
DPA Taps Bartle Bogle Hegarty for India Ads
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,...
Rough Markets Mar 20, 2017 Joshua Freedman
JeanMarcLieberherr
Bringing Diamonds to a New Generation
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...
Retail Mar 14, 2017 Avi Krawitz
Gareth Mostyn
De Beers Foresees Pleasingly Normal 2017
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...
Rough Markets Feb 23, 2017 Avi Krawitz
RealIsRare - Runaways
Diamonds to Share Oscar-Night Limelight
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...
Retail Feb 16, 2017 Avi Krawitz
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