EditorsOct 24, 2024
From a Witch to Wednesday: The Best Jewelry to Wear With Your Halloween CostumeFor her annual Halloween story, Associate Editor Lenore Fedow pairs fine jewelry with classic and contemporary Halloween costumes.
SourcingJun 03, 2020
The Diamond Producers Association Has a New Name
It’s now called the Natural Diamond Council and is slated to launch a new advertising campaign this fall.
An image from “Only Natural Diamonds” the consumer-facing arm of the Natural Diamond Council, the new name for the Diamond Producers Association
New York—The Diamond Producers Association is now the Natural Diamond Council and is slated to launch a new advertising campaign promoting mined diamonds this fall.
The world’s largest diamond miners, including De Beers, Alrosa and Rio Tinto, started the Diamond Producers Association in 2015 to, above all, promote their product in the face of increasing competition from lab-grown diamonds.
The Diamond Producers Association, or DPA, was the organization behind the “Real Is Rare, Real Is a Diamond” advertising campaign that met with mixed-to-negative reviews and is now being scrapped in favor of a new consumer-facing identity—“Only Natural Diamonds.”
The former DPA also has new leadership.
David Kellie took over as CEO on Jan. 1, replacing industry veteran Jean-Marc Lieberherr, who had led the DPA since 2016.
Kellie spent the last two years working for Watches of Switzerland, supporting the British retailer’s launch into the U.S. market.
Prior to that, he spent 10 years doing marketing for Ralph Lauren in Geneva before moving to New York in 2013.
The DPA rebranding began soon after Kellie was hired.
“In being appointed, it was my recommendation to the board that we should relook at things,” he told National Jeweler in an interview last week.
“I felt that the way we should be speaking to the audience and the platform through which we speak needed a fairly significant deep dive.”
Though he declined to give his opinion on “Real Is Rare” directly, Kellie did say while talking about provenance and uniqueness is important, a consumer-facing campaign really needs to start with creating emotional desire, like the old De Beers ads did.
This is key, especially in today’s “very competitive” luxury market in which diamonds are up against technology, accessories, fashion, and travel and experiences.
“We want her to dream about diamonds again,” he said, while presenting the product in “a slightly less stiff way, a slightly less formal way” that’s appealing to younger consumers, particularly millennials.
To that end, the Natural Diamond Council is slated to launch a new diamond advertising campaign in September that will run through the fall and holiday season.
Kellie said the campaign has not yet been shot because of travel restrictions associated with the coronavirus. The organization hopes to begin shooting in July, “when travel bans start lifting and everyone feels more comfortable coming together.”
The campaign will include assets for digital, video stills, TV, print and
outdoor, and will be available for retailers to use.
On Monday, the council launched NaturalDiamonds.com, a consumer-facing editorial site that aims to do for natural diamonds what Hodinkee does for watches or Wine Spectator does for wines.
The Adventurine’s Marion Fasel, longtime luxury writer Jill Newman and Benjamin Guttery of Third Coast Gems are among the writers who will contribute to the site.
“We think there’s a huge, open space to be an authoritative publisher [in the jewelry industry],” Kellie said.
Also launching Monday was NaturalDiamondCouncil.com, the trade-facing website where retailers can go for education content and marketing materials.
The Natural Diamond Council will also continue the Assure Diamond Verification program, which measures the accuracy of instruments designed to detect lab-grown diamonds, though overall, it seems the organization—which once seemed intent on waging war with diamond growers—is softening its stance on man-made stones.
Kellie said he has no interest in attacking lab-grown diamonds and called the organization’s former focus on them “a distraction.”
“Lab-grown diamonds will have a position in the world. I have no idea what that will be,” he said. “It’s been a distraction, to be honest.”
He said the council needs to focus on creating consumer desire for natural diamonds, which he called “Nos. 1, 2 and 3 on our list” of priorities.
“It has to be what we focus on.”
On Monday, the council launched NaturalDiamonds.com, a consumer-facing editorial site that aims to do for natural diamonds what Hodinkee does for watches or Wine Spectator does for wines.
The Adventurine’s Marion Fasel, longtime luxury writer Jill Newman and Benjamin Guttery of Third Coast Gems are among the writers who will contribute to the site.
“We think there’s a huge, open space to be an authoritative publisher [in the jewelry industry],” Kellie said.
Also launching Monday was NaturalDiamondCouncil.com, the trade-facing website where retailers can go for education content and marketing materials.
The Natural Diamond Council will also continue the Assure Diamond Verification program, which measures the accuracy of instruments designed to detect lab-grown diamonds, though overall, it seems the organization—which once seemed intent on waging war with diamond growers—is softening its stance on man-made stones.
Kellie said he has no interest in attacking lab-grown diamonds and called the organization’s former focus on them “a distraction.”
“Lab-grown diamonds will have a position in the world. I have no idea what that will be,” he said. “It’s been a distraction, to be honest.”
He said the council needs to focus on creating consumer desire for natural diamonds, which he called “Nos. 1, 2 and 3 on our list” of priorities.
“It has to be what we focus on.”
More on Sourcing
The Latest
FinancialsOct 24, 2024
Kering’s Jewelry Brands ‘More Resilient’ Than Other Luxury Goods in Q3 Sales fell 15 percent for the luxury conglomerate in the third quarter, led by a 26 percent drop in sales for flagship brand Gucci.
Events & AwardsOct 24, 2024
JA New York Fall Show Announces Education LineupThe education offerings include a diamond cutting demonstration, a session with JVC President Sara Yood, and a seminar on AI.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
MajorsOct 24, 2024
Phillip Gavriel Releases 2024-2025 Catalog The book features new styles and revived favorites.
Weekly QuizOct 24, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsOct 23, 2024
The Modern Bride’s Approach to Wedding-Day JewelryEditor Lauren McLemore immersed herself in New York Bridal Fashion Week to better understand the role fine jewelry plays on the big day.
Lab-GrownOct 23, 2024
Q&A: Constance Polamalu on Selling Natural and Lab-Grown DiamondsThe jeweler shared her change of heart on lab-grown diamonds and why she keeps them separate from natural diamonds in her business ventures.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
IndependentsOct 23, 2024
Jade Trau Sails OverseasThe New York-based brand is expanding outside of the U.S., with a pop-up shop in London and plans to distribute internationally.
CollectionsOct 23, 2024
See Scott West Jewelry’s ‘Kryptonite’ and ‘Joker’ RingsThey’re available through a retailer that sells luxury products inspired by the lifestyle of Batman’s billionaire civilian persona.
WatchesOct 23, 2024
How to Get a Timex Watch for $1The watchmaker is selling 1,000 “Waterbury” watches for $1 each in celebration of its 170th anniversary.
CollectionsOct 23, 2024
Robinson Pelham Releases New Jewels Just in Time for the Holidays The new “Ouche” collection brings sculptural designs to the brand, while the expanded “Daystar” collection brings a rainbow of colors.
AuctionsOct 22, 2024
Phillips to Auction Rare 18-Carat Burmese Ruby The auction house said the gemstone could fetch up to $5.5 million at next month’s sale.
ColumnistsOct 22, 2024
The Smart Lab: Tips for Preparing for Your Best Q4 YetFrom prioritizing the customer experience to optimizing inventory, columnist Emmanuel Raheb shares the keys to a successful holiday season.
Events & AwardsOct 22, 2024
WJA Foundation Names First Winner of Hedda Schupak Scholarship Journalist Priya Raj plans to use the scholarship funds to further her media qualifications and amplify marginalized communities.
MajorsOct 22, 2024
WNBA Champions New York Liberty Take Home Tiffany & Co. TrophyIt marks the first championship win in the team’s 28-year history.
IndependentsOct 22, 2024
Sissy’s Log Cabin To Open Seventh StoreThe Arkansas-based jeweler’s first store in the state’s northwest region is set to open next year.
SourcingOct 21, 2024
De Beers to List Single Country of Origin for Some of Its Diamonds It will start with rough diamonds that are larger than 1.25 carats and later expand to rough diamonds that are above 1 carat.
CollectionsOct 21, 2024
Pandora Turns Things Upside Down in New ‘Stranger Things’ CollectionThe capsule collection is inspired by friendship and connection, with a nod to ‘80s fashion.
AuctionsOct 18, 2024
Piece of the Week: Babe Paley’s Clip-Brooch NecklaceThe New York socialite’s elegant, transformable piece from the 1960s is headed to auction later this month.
Recorded WebinarsOct 18, 2024
Watch: 2 Experts on the Challenges of Appraising Lab-Grown DiamondsTexas jeweler Susan Eisen and NAJA’s Gail Brett Levine discuss how lab-grown diamonds have altered the landscape for jewelry appraisers.
CrimeOct 18, 2024
The End of an Era: John Kennedy Reflects On 32 Years at JSA On the verge of retirement, Kennedy recounts the most stressful stretch of his time at JSA and reveals what he’ll miss about the industry.
MajorsOct 17, 2024
Retailer Hall of Fame 2024: Gina DrososSignet Jewelers CEO Gina Drosos’ secrets to success are listening to her team and leaning on data to make decisions.
AuctionsOct 17, 2024
Shirley Bassey’s ‘Baignoire’ Breaks Auction Record Part of the Welsh singer’s extensive jewelry collection, the bathtub-shaped Cartier watch went for nearly $72,000 at Sotheby’s Paris.
GradingOct 17, 2024
Renowned Gemologist and Author Alan Hodgkinson Dies at 87 He dedicated his life to researching, writing, and speaking about gemstones in the hope he could inspire others to share his passion.
Policies & IssuesOct 17, 2024
Ethical Gem Fair Returns to BrooklynThe event is slated for Oct. 17-19.
SourcingOct 17, 2024
Gem Legacy Adventures Announces 2025 Trip 12 spots are available for travelers to visit Northern Tanzania and Southern Kenya from July 25 to Aug. 4.
