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DPA Campaign Targets Self-Purchasing Women

Feb 24, 2019 6:10 AM   By Rapaport News
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 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
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