Supplier BulletinNov 21, 2024
Tasha R Releases 2025 Labbelle Lab Diamond Jewelry CatalogSponsored by Tasha R
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
AuctionsNov 21, 2024
Gold Watch Gifted to Titanic Rescue Ship Captain Sells for $2MThree Titanic survivors presented him with the personalized Tiffany & Co. timepiece about a year after the tragedy.
MajorsNov 21, 2024
Harris Jewelry Ordered to Reopen Claims Portal for Refund RequestsA federal court found that the jewelry store chain violated terms of the settlement reached after it was accused of defrauding customers.
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.
CollectionsNov 21, 2024
Channel Elphaba in Muse’s ‘Have a Heart x Cynthia Erivo’ CollectionCynthia Erivo chose Dreams of Hope, an organization dedicated to empowering LGBTQA+ youth, as the charity for this year’s collection.
Weekly QuizNov 14, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsNov 21, 2024
Rocksbox Opens Pop-Up Store in San FranciscoThe new space was designed to evoke a warm, inviting vibe.
IndependentsNov 21, 2024
Mary Moses Kinney Is Now Part of The Edge’s Team Kinney, who spent nearly 30 years at IJO, has been hired to head Abbott Jewelry Systems’ new virtual marketplace.
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.
CrimeNov 20, 2024
Sotheby’s to Pay $6.25M Settlement to NY State for Alleged Tax FraudThe auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
Events & AwardsNov 20, 2024
Kering Debuts New Jewelry Award With Sustainability FocusThe four finalists will present their pieces at the 2025 JCK Las Vegas show.
CollectionsNov 20, 2024
Pamela Love Channels Surrealist Artists in New CollectionThe “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
Policies & IssuesNov 20, 2024
Columbia Gem House Raises $10K for Reforestation EffortsThe money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
Events & AwardsNov 20, 2024
The Jewelry Symposium Opens Registration, Scholarship ApplicationsThe event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
CrimeNov 19, 2024
Woman Killed in Armed Robbery of Sacramento Jewelry StoreLocal reports identified the woman as the wife of the jewelry store owner.
AuctionsNov 19, 2024
‘A Tsar’s Treasure’ Fetches $2.9M at Sotheby’s Jewelry SaleA collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
MajorsNov 19, 2024
Trove Opens First US Flagship in NYCThe Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
CollectionsNov 19, 2024
Snoop Dogg’s New Jewelry Collection Is All About Love“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
EditorsNov 18, 2024
Q&A: Helzberg CEO Brad Hampton on the Jeweler’s RebrandHampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
Policies & IssuesNov 18, 2024
Reciprocity Jewels Returns to NYC Jewelry WeekThe group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
CollectionsNov 18, 2024
Dolly Parton Shines in Collaboration with Kendra ScottThe collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
Events & AwardsNov 18, 2024
IGI Jewelry Design Competition ReturnsThis year’s theme asks designers to take inspiration from classic fairy tales.
EditorsNov 15, 2024
Why Fine Jewelry Belongs at New York Comic ConSenior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
CollectionsNov 15, 2024
Marie Lichtenberg Battles Counterfeits with New ‘Raiz’in Scapular’ DesignsThe latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
WatchesNov 15, 2024
Piece of the Week: Citizen’s Commemorative Pocket WatchNo. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.
Recorded WebinarsNov 15, 2024
Watch: 10 Tips to Keep Your Jewelry Store Secure On the latest episode of “My Next Question,” two experts share best practices for store security during the holidays and year-round.
AuctionsNov 14, 2024
18th-Century Diamond Necklace Sells for Nearly $5M Sotheby’s sold the necklace, which potentially has ties to Marie-Antoinette, for $4.8 million to a woman bidding via phone.
MajorsNov 14, 2024
Saks Fifth Avenue Cancels Holiday Light DisplayInstead of its usual elaborate display, the store will illuminate its façade and frame the windows to highlight its flagship’s architecture.
