Make Diamonds Great Again: DPA’s Innovative New Campaign

The CEO of the Diamond Producers Association writes describes the DPA’s new campaign to sustain consumer confidence in and demand for diamonds.

The Diamond Producers Association (DPA) was recently established by seven of the world’s leading diamond miners — representing about 75% of global production — to sustain consumer confidence in and demand for diamonds. Through the DPA, Alrosa, De Beers, Dominion, Lucara, Petra, Rio Tinto and Gem Diamonds make a significant commitment to the long-term success of the sector.

In 2017, we received $57 million in contributions from our members to intensify our “Real is Rare, Real is a Diamond” consumer marketing campaign in the US and launch our first Indian campaign in November. In 2018, we will add China to our program and resume diamond category marketing there after a 10-year absence.

It is exciting — and even intriguing — to see how much “Real is Rare, Real is a Diamond” resonates with consumers in every market, regardless of culture, gender or age. The growing need for genuine meaning and truthfulness in our lives, in our relationships, in what we do and buy, is a universal phenomenon and a long-term trend.

Diamonds have a uniquely genuine story to tell that goes back billions of years, involving incredible forces of nature and millions of women and men whose lives are supported and enhanced by diamonds. This story is very relevant today and will become increasingly so. It is our collective responsibility to make sure that consumers, especially younger generations of consumers, hear it.

“Real is Rare, Real is a Diamond” is not a marketing line or a slogan. It is a big idea that we are only starting to explore and develop. It is a promise of authenticity and sincerity which only a precious, billion-year-old diamond can carry, and which can shape consumer perceptions for years to come.

The wish is for “Real is Rare” to become an integral part of how we conduct our business, how we shape the modern diamond message for consumers, and a rallying cry for the industry. We look forward to working hand in hand with all who share our passion for diamonds, as well as the greater industry community, to deliver an informed and inspiring buying experience for consumers.

For now, we invite you to diamondproducers.com to register on our Trade Portal, where you will have access to information about our key initiatives, research and insights, and campaign assets.

Main image: Jean-Marc Lieberherr. (Diamond Producers Association)