The Diamond Producers Association Unveils Monumental Investment to Propel Natural Diamonds into the Future with ‘Real is Rare’
The Diamond Producers Association (DPA) made a landmark announcement at JCK Las Vegas, confirming an impressive US$57 million full-year marketing budget for 2017. This substantial investment, unanimously sanctioned by its esteemed Board of Directors, marks a pivotal moment for the natural diamond industry. Signifying a powerful resurgence in generic marketing for diamonds, this figure represents more than quadruple the previous year’s budget, underscoring the industry’s collective commitment to engaging a new generation of consumers and reinforcing the enduring allure of natural diamonds. This strategic financial commitment is set to dramatically amplify the DPA’s “Real is Rare” communications platform, launching it into a full-scale offensive across key global markets.
A Strategic Turning Point: Unifying the Industry’s Vision for Natural Diamonds
Stephen Lussier, Chairman of the DPA, articulated the profound significance of this decision, stating, “The Board’s decision is a major turning point for the Diamond Producers Association and the diamond industry at large.” His remarks highlighted the unprecedented alignment among all Board Members regarding the DPA’s core goals and ambitious plans. This unified vision empowers the DPA to robustly fulfill its mission: to communicate the timeless beauty, intrinsic rarity, and profound emotional value of natural diamonds to the next generation of consumers. This concerted effort is critical in an evolving luxury landscape, where authenticity and emotional resonance are paramount. The DPA looks forward to fostering closer collaboration with the global diamond and jewelry trade, alongside other influential industry organizations, to forge a more resilient and vibrant future for the natural diamond sector.
This increased investment isn’t merely about funding campaigns; it’s about investing in the very narrative of natural diamonds. In an age of manufactured goods and fleeting trends, the DPA aims to remind consumers of the singular appeal of a diamond – a billion-year-old miracle of nature, each one unique, imbued with a story that transcends time. The industry’s top producers are converging on a shared objective: to elevate the perception of natural diamonds, ensuring their relevance and desirability for decades to come. This involves not only showcasing their aesthetic brilliance but also emphasizing their incredible journey from deep within the earth to becoming cherished symbols of life’s most precious moments.
‘Real is Rare’: A Full-Scale Launch to Reconnect with Modern Consumers
Jean-Marc Lieberherr, CEO of the DPA, provided insight into the operational aspects of this ambitious initiative. “The DPA team and agency partners are primed to execute ambitious plans for the second half of the year,” he announced. These plans encompass a comprehensive, multi-pronged approach designed for maximum impact, including:
- Multichannel Advertising: Extending reach across diverse media landscapes to capture attention wherever consumers engage.
- Innovative Digital Programs: Leveraging cutting-edge digital platforms and technologies to create immersive and interactive experiences.
- High-Impact PR Campaigns: Generating widespread media coverage and fostering positive public perception through compelling storytelling.
A significant portion of this investment, US$50 million, is strategically earmarked for the crucial US market. Lieberherr affirmed this as the “full-scale launch of our ‘Real is Rare’ communications platform” in one of the world’s most influential luxury markets. This targeted focus on the US underscores the platform’s importance in setting global trends and influencing consumer perceptions worldwide. The ‘Real is Rare’ platform is more than a slogan; it’s a philosophy that champions the authentic, rare, and meaningful qualities of natural diamonds, positioning them as the ultimate expression of genuine connection in an increasingly digital and often synthetic world.
Engaging the Modern Consumer: Authenticity and Emotion for Millennials
The DPA’s strategy for 2017 builds upon the foundational work laid in the first half of the year, which involved optimizing and extending successful PR, digital, and advertising blueprints established in the US in 2016. A key component of this refined approach has been the development of specialized programs centered around major “tentpole” millennial live-viewing events. These include high-profile cultural moments such as the Academy Awards (Oscars) and the MTV Movie + TV Awards, events that resonate deeply with the target demographic and offer unparalleled opportunities for impactful brand visibility and engagement. By aligning with these culturally significant events, the DPA effectively taps into the collective consciousness of millennials, weaving the ‘Real is Rare’ narrative into conversations that matter to them.
The strategic focus on millennials is no accident. Extensive research conducted by the DPA provided invaluable insights into the minds and motivations of today’s consumers, particularly this influential demographic. This research revealed that millennials, more than previous generations, prioritize authenticity, emotional connection, and unique experiences over mere material possessions. They seek brands that align with their values, tell compelling stories, and offer products with genuine meaning. The ‘Real is Rare’ platform directly addresses these desires, emphasizing the inherent truth, rarity, and emotional significance of natural diamonds, positioning them not just as symbols of status, but as profound embodiments of love, commitment, and personal milestones. The creatives for the upcoming US campaigns are meticulously crafted based on these profound consumer insights, ensuring messages that genuinely resonate.
Global Expansion: Bringing ‘Real is Rare’ to India
Beyond its robust activities in the US, the DPA is also making significant strides in global expansion. A dedicated team has been established in India with the clear mandate to launch the ‘Real Is Rare’ platform in that vital market in September 2017. India, with its rich cultural heritage and deep-rooted appreciation for gold and diamond jewelry, represents an immense growth opportunity for natural diamonds. The Indian consumer market, particularly its burgeoning younger demographic, is increasingly influenced by global trends while retaining a strong connection to traditional values. The DPA’s expansion into India demonstrates a comprehensive understanding of diverse market dynamics and a commitment to tailoring the ‘Real is Rare’ message to resonate effectively within distinct cultural contexts, leveraging the country’s vibrant celebrations and life events where diamonds play a significant role.
A Comprehensive Media Strategy: Unprecedented Visibility Across Platforms
To ensure maximum impact and reach, the DPA’s marketing offensive incorporates a fully integrated and expanded asset mix. New print, outdoor, and digital display campaigns were scheduled to debut at JCK on June 6th, offering fresh visual narratives that capture the essence of ‘Real is Rare.’ Furthermore, a brand new video campaign is set to launch in Q4 2017, promising dynamic storytelling that will further embed the platform’s message in the hearts and minds of consumers. The organization emphasized that this comprehensive asset mix will facilitate “visibility of ‘Real is Rare’ across all major media platforms,” marking a significant evolution in its media strategy.
For the first time ever, the campaign will extend its reach to select outdoor and cinema advertising, alongside a robust print presence spread across numerous verticals such as bridal, fashion, and lifestyle. This strategic expansion signifies a bold move beyond traditional digital and television advertising, which have been in place since October 2016. By diversifying its media channels, the DPA aims to create an immersive and pervasive brand presence, ensuring that the ‘Real is Rare’ message reaches consumers at various touchpoints throughout their daily lives. Whether through a captivating magazine spread, a striking billboard, or an engaging cinematic advertisement, the consistent messaging will reinforce the unique value proposition of natural diamonds in diverse and impactful ways.
Nurturing the Industry: Advocacy and Empowering Retail Partners
Beyond consumer-facing campaigns, the DPA is also dedicated to strengthening the industry from within through “industry advocacy and trade programs.” These initiatives are crucial for fostering a cohesive and informed diamond community, promoting best practices, and addressing key issues such as ethical sourcing and sustainability. The DPA recognizes that a strong, unified industry voice is essential for maintaining consumer trust and ensuring the long-term health of the natural diamond sector. By advocating for responsible practices and transparent operations, the DPA aims to uphold the integrity and reputation of natural diamonds globally.
In a move to empower its retail partners, the DPA announced the launch of a new retail training support program in Q4 this year. This program will be meticulously focused on articulating the “new diamond narrative” to sales associates. In today’s competitive retail environment, it’s not enough for sales staff to simply present products; they must be equipped to tell compelling stories, educate consumers about the unique attributes of natural diamonds, and communicate the emotional resonance behind each stone. This training will provide retailers with the tools and knowledge necessary to effectively convey the ‘Real is Rare’ message, highlighting the authenticity, rarity, and enduring value of natural diamonds, thereby empowering them to inspire confidence and foster deeper connections with their customers. This initiative will ensure a consistent and powerful message from the mine to the retail counter, reinforcing the DPA’s overarching goals.
A Brilliant Future for Natural Diamonds
The DPA’s significant investment and multifaceted strategy for 2017 signal a renewed vigor and collective determination within the natural diamond industry. By quadrupling its marketing budget and strategically deploying the ‘Real is Rare’ platform across key global markets and diverse media channels, the DPA is not only responding to the evolving demands of modern consumers but actively shaping the future perception of natural diamonds. This comprehensive approach, combining impactful consumer campaigns with robust industry advocacy and retail support, positions natural diamonds to reclaim their rightful place at the heart of luxury, celebrated for their timeless beauty, undeniable rarity, and profound emotional significance. The future, undoubtedly, looks brilliant for natural diamonds.