Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
EditorsOct 22, 2015
The DPA and the potential to LoveDiamonds
If Sally Morrison, the Diamond Producers Association’s new director of marketing, can create something for diamonds that looks anything like LoveGold, it will benefit the entire industry, Editor-in-Chief Michelle Graff writes.
This week, the Diamond Producers Association, the group formed earlier this year by the world’s major miners, announced that it has tapped longtime jewelry industry marketer Sally Morrison as its new managing director of marketing, bringing her back to where she started in this industry. 
After a short stint with Forevermark, she left in 2012 to head public relations for the London-based World Gold Council, doing much the same for the metal as she had for diamonds. While at the WGC, she developed what I think is one of the most forward-thinking initiatives in the jewelry industry, LoveGold.
To sum it up for those who aren’t familiar, LoveGold is a social media-centric marketing effort launched in 2013 to get consumers, particularly young consumers, interested in gold jewelry and to get them to understand the value of something that lasts in this very disposable age.
LoveGold has a beautiful, modern-looking website as well as a presence on all the major social media channels: Facebook, Twitter and Instagram. The photography is beautiful, the designs are on-trend and, perhaps most importantly, the conversation is taking place where millennials spend time: on social media.
The innovative initiative quickly caught the industry’s attention.
At the end of 2013, LoveGold found itself among the nominees for the 2014 Gem Awards but lost out to an entity with a slightly longer history, Tiffany & Co. That same year, LoveGold’s Academy Awards campaign generated more than 2 million impressions on Twitter and was highlighted as a success story on the social media site.
[caption id="attachment_3531" align="alignright" width="800"]
Gold jewelry demand also increased during this time but, then, the World Gold Council did an odd thing.
They had one of the best generic marketing initiatives going in the industry and they got rid of it, they “spun it off.” Though the WGC retains a minority stake
Editors' Picks
Sponsored by
in LoveGold, it now mostly belongs to a consortium of the original team and they have been shopping around for a new owner.
(As a side note, I have heard that the WGC cut jewelry marketing completely. I asked them about it and here’s the statement they sent to me: “The role of the World Gold Council is to stimulate and sustain the demand for gold, and one of the ways in which we do this is to act as a catalyst for ideas and initiatives, which brings gold to new audiences or develop greater access. The jewellery industry is just one of these avenues, and we continue to be involved in a number of marketing initiatives to support the sector.”)
Now, I understand there are some gold jewelry manufacturers who felt that LoveGold featured too many gemstone-set pieces and not enough big, bold gold jewelry. They felt it was raising the bar as much for jewelry in general as it was for gold jewelry specifically.
I can understand that, but I think people need to take a longer view of what the initiative was trying to accomplish: the creation of an online community of young people who are interested in, talking about and buying jewelry.
What’s more, LoveGold looks and feels modern, with a website that looks like it was created in 2013 instead of 2003 and a handle on social media. It’s exactly what this industry needs.
So many jewelry companies have logos, advertising and, sad to say, even product that appears to have been pulled out of a time capsule, and yet they are incredulous when young people pick trips, handbags and electronics over jewelry.
I know that it’s still somewhat up in the air how much marketing will be done by the Diamond Producers Association, which, in addition to Morrison, will be led by board Chair Jean-Marc Lieberherr of Rio Tinto, Vice Chair Stephen Lussier of De Beers and a yet-to-be-named executive director.
It already has been noted that the DPA doesn’t have anywhere close to the amount of money De Beers did in the halcyon days of A Diamond is Forever, and some have even suggested that the group is less about marketing and more about the diamond miners banding together against the diamond growers.
Yet social media has made it so companies today don’t have to spend $200 million a year to reach large numbers of people, which is exactly what LoveGold is doing.
If Morrison can create something for the diamond industry that looks like LoveGold, it will go a long way toward filling the generic marketing void.
(As a side note, I have heard that the WGC cut jewelry marketing completely. I asked them about it and here’s the statement they sent to me: “The role of the World Gold Council is to stimulate and sustain the demand for gold, and one of the ways in which we do this is to act as a catalyst for ideas and initiatives, which brings gold to new audiences or develop greater access. The jewellery industry is just one of these avenues, and we continue to be involved in a number of marketing initiatives to support the sector.”)
Now, I understand there are some gold jewelry manufacturers who felt that LoveGold featured too many gemstone-set pieces and not enough big, bold gold jewelry. They felt it was raising the bar as much for jewelry in general as it was for gold jewelry specifically.
I can understand that, but I think people need to take a longer view of what the initiative was trying to accomplish: the creation of an online community of young people who are interested in, talking about and buying jewelry.
What’s more, LoveGold looks and feels modern, with a website that looks like it was created in 2013 instead of 2003 and a handle on social media. It’s exactly what this industry needs.
So many jewelry companies have logos, advertising and, sad to say, even product that appears to have been pulled out of a time capsule, and yet they are incredulous when young people pick trips, handbags and electronics over jewelry.
I know that it’s still somewhat up in the air how much marketing will be done by the Diamond Producers Association, which, in addition to Morrison, will be led by board Chair Jean-Marc Lieberherr of Rio Tinto, Vice Chair Stephen Lussier of De Beers and a yet-to-be-named executive director.
It already has been noted that the DPA doesn’t have anywhere close to the amount of money De Beers did in the halcyon days of A Diamond is Forever, and some have even suggested that the group is less about marketing and more about the diamond miners banding together against the diamond growers.
Yet social media has made it so companies today don’t have to spend $200 million a year to reach large numbers of people, which is exactly what LoveGold is doing.
If Morrison can create something for the diamond industry that looks like LoveGold, it will go a long way toward filling the generic marketing void.
More on Editors
The Latest
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
Weekly QuizJul 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
Events & AwardsJul 16, 2026
MJSA Mentor & Apprenticeship Program Certifies First Advanced Apprentice GraduateThe graduate, Grace Barden, credited the program with helping her secure a job as a bench jeweler.
Events & AwardsJul 16, 2026
Jewelers of Louisiana to Host 80th ConventionThe event, scheduled for next month in New Orleans, will include dinner, a custom jewelry design contest, and education sessions.
SourcingJul 15, 2026
1,305-Carat Diamond Recovered from Mine in BotswanaThe yet-to-be named stone is the 10th diamond weighing more than 1,000 carats to come out of Lucara’s Karowe mine.
IndependentsJul 15, 2026
New Jersey Jeweler Barry Berman Dies at 81The founder of Fords Jewelers, Berman is remembered for his love of connecting with his community.
FinancialsJul 15, 2026
Watches of Switzerland’s US Sales Jump 18%, Declines to Comment on Sale Report The watch and jewelry retailer had a strong fiscal year despite what its CEO described as a “complex operating backdrop.”
Events & AwardsJul 15, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
CollectionsJul 15, 2026
Pomellato’s New High Jewelry Is LiberatingBold color, expressive gem-setting, and sculptural form define the three chapters that make up “Stile Libero.”
IndependentsJul 14, 2026
Foundrae Opens First Standalone Store Outside USThe New York-based jewelry brand has expanded overseas, opening a store in London’s Mayfair district.
ColumnistsJul 14, 2026
Sherry Smith: What Today’s Jewelry Consumer Is Telling Us Rising revenue does not automatically mean a healthy business, particularly in the current economic landscape, Smith writes.
TrendsJul 14, 2026
Amanda’s Style File: Shoulder Dusters These long, fluid drop earrings are sure to catch the eye.
CrimeJul 14, 2026
Man Charged in $1M Jewelry Store Heist Lands on FBI Most Wanted ListAlberto Perez-Elias is one of four men charged with robbing a Cape Coral, Florida, jewelry store and is the only one still at large.
Events & AwardsJul 14, 2026
Conference on Mining, Sustainability Kicks Off in NYCInitiatives in Art and Culture is hosting its 16th annual Gold and Diamond Conference, with the theme of “Resilience.”
Lab-GrownJul 13, 2026
Stephanie Gottlieb Changes Her Mind on Lab-Grown DiamondsThe designer, who once said she’d never sell lab-grown diamonds, debuted two capsule collections designed to be fun and easy to wear.
SourcingJul 13, 2026
De Beers Announces Potential Layoffs, 2-Year Production Pause at VenetiaThe diamond miner and marketer is undergoing another round of cost-cutting measures ahead of its sale by Anglo American.
Events & AwardsJul 13, 2026
Registration Opens for JIS Fall 2026 ShowThe annual trade-only buying event is slated for Oct. 16-19 in Miami Beach, Florida.
