May 22, 2020

A “New” Diamond Producers Association in the Offing as Organisation Goes in for a Total Revamp

There has been some speculation on the “Real is Rare” campaign: how well it has done in terms of its impact and how it will proceed in the future. There have also been some questions as to what path the Diamond Producers Association (DPA) will choose to take, after the change of guard at its helm, when David Kellie took over as CEO from Jean Marc Lieberherr, on December 31, 2019.

Now, if you visit the DPA website, at first you will get a stark page with a stark message:  "THE FUTURE OF DIAMONDS: A new Diamond Producers Association is coming soon.”  

While so far the organisation has not issued any press release outlining the nature of changes to be expected, there are some media reports which seem to be abreast of matters.

For example, reports in some publications, based on DPA CEO David Kellie’s utterances at a webinar last week, indicate that sweeping changes are in the offing.

The DPA has announced, these reports say, “a complete rebranding and a new marketing premise”.

“The association will be renamed and a suite of new consumer and trade websites, as well as new social media campaigns, are set to be launched from 1 June in the US and Europe, and 1 July in Asia,” Jeweller, the premier jewellery magazine for Australia and New Zealand reported.

The wide-ranging changes will include replacing ‘Real is rare, real is a diamond’, DPA’s previous marketing slogan, with a new one; and setting up new websites to replace the   existing

Jeweller quoted Kellie as saying at the webinar: “Everything that you’re more familiar with around the DPA is going to be relaunched and rebranded. It’s our objective to be the number-one destination globally for consumers coming into websites looking for information, inspiration and education around the world of natural diamonds.”

Further, Kellie said that the target audience for the new campaigns would be younger consumers and “mid-income” jewellery customers. 

“The Cartiers and Bulgaris of this world do a wonderful job at the very high end [but] the audience we’re speaking to is much more of a mid-tier audience,” Jeweller quoted Kellie as saying. “They want luxury, but they don’t want to be patronised because they can’t afford high luxury.”

The diamond industry is all agog and waiting for the new plans and campaign to be unveiled. Now, in the midst of the COVID-19 situation it is more important than ever that those leading the marketing charge for diamonds should get it right.