The Diamond Producers Association is an international alliance of the world’s leading diamond mining companies, which are united in their commitment to best-in-class ethical and sustainable operations and transparent business practices. Together, DPA members represent the majority of world diamond production. The DPA mission is to protect and promote the integrity and reputation of diamonds and of the diamond industry.
The “Real Is Rare” communication platform aims to build desirability for diamonds among the millennial generation, which will be critical for the industry’s growth. The first campaign is about something not often found in the modern world: a real connection between two people. Authentic, precious, singular—just like a diamond. Which is why diamonds are the ideal expression of emotional connection and commitment in all of their infinite variety.
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News Source : JCKOnline.com