The Diamond Producers Association (DPA) will introduce its marketing campaign at the JCK Las Vegas jewelry show in June, it said this week.
“The DPA will be presenting its campaign to the trade for the first time in Las Vegas at JCK,” Sally Morrison, the DPA’s managing director of marketing, said in an email to Rapaport News April 4.
The promotions drive will come just over a year after the DPA was formed in May 2015 by seven leading diamond miners, with an initial budget of $6 million, to stimulate consumer demand for precious stones. Since its inception, a reshuffle in February saw chairman Jean-Marc Lieberherr become chief executive officer and Forevermark CEO Stephen Lussier take over as the DPA chairman.
Morrison, meanwhile, is due to leave the DPA in May, with Michael Pace, the former head of global marketing at the World Gold Council, joining as interim marketing chief.
“Everyone agrees the marketing plan is very good. It’s not only our opinion, that’s what our key offtakers agree based on the limited data they have,” Andrey Zharkov (pictured), chief executive officer of ALROSA, one of the DPA’s founding members, said at the Russia-based miner’s investor day in London March 23.
“There must be a joint program. It will be launched first in the U.S. market, then China, then India – the three key drivers with a good culture of consuming diamonds,” Zharkov added.
