The latest campaign from the Diamonds Producers Association (DPA) targets the industry’s strongest growth market. As the third wave of the Real is Rare, Real is Diamond campaign, ‘For Me, From Me’, targets self-purchasing women who account for one-third of all diamond jewellery sales in the US. According to De Beers Group data, this is […]

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The Diamond Producers Association, in association with Lakmé Fashion Week, announced the winners of ‘The Real Cut’, a platform which will bring together emerging diamond jewelry designers from iconic jewelry brands to define future trends while drawing on their inspiration from diamonds. Shazia Motiwala of A.S Motiwala, Bhavana Jhakia of Om Jewellers, Rupam Singhal of […]

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The Diamond Producers Association (DPA), announced today the appointment of Kristina Buckley Kayel as Managing Director of its North American division. Buckley Kayel, who assumes her new role on Feb. 4, 2019, will be responsible for developing and implementing the DPA’s consumer marketing and communications strategy, with a focus upon the “Real is Rare. Real […]

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The Diamond Producers Association (DPA) recently unveiled its new campaign film for the Chinese market. Titled ‘Living in Love’, the film, which aims to popularise diamond buying among millennial consumers, has been conceptualised and created by BBH China. The new campaign features young couples in their 20s and seeks to change perspectives about diamonds among […]

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