CollectionsNov 22, 2024
Piece of the Week: Xander Jane’s ‘Spiked’ Pearl StudsThese punk-inspired earrings from the new Canadian brand’s debut collection reveal the alter ego of the classic pearl.
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
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
SourcingNov 22, 2024
Facets of Fire Expands to Include Pear, Marquise DiamondsThe company brings its nanotechnology to two new fancy cuts for diamonds that feature its signature color and brilliance.
Supplier BulletinNov 21, 2024
Tasha R Releases 2025 Labbelle Lab Diamond Jewelry CatalogSponsored by Tasha R
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.
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.
Weekly QuizNov 21, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
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.
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.
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.
