Editors

The DPA and the potential to LoveDiamonds

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. 


Morrison spent years marketing diamonds at JWT during the De Beers’ days of A Diamond is Forever, Journey, the right-hand ring, etc.

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"]
For the 2014 holiday season, LoveGold did a campaign where they asked people to share meaningful pieces of jewelry using the hashtag #FutureHeirlooms. I shared this disc pendant that belonged to my maternal grandmother, set with diamonds that were once in a ring worn by my great-grandmother. The cross and “G” charms belonged to my paternal grandmother. I found the G in her jewelry box after she died.[/caption]

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.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Ella Klein Interns Jamie Dunton and Gabriella Botelho
Events & AwardsDec 20, 2024
Two Participants Complete Inaugural Ella Klein Internship

Jamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.

Retrouvai Green Sapphire and Diamond Heirloom Bezel Ring for Charity
CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for Charity

In the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.

DeVries Jewelers
IndependentsDec 19, 2024
Michigan’s DeVries Jewelers Unveils New Location in Time for the Holidays

Co-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.

me_myself_and_I_1872x1052 .jpg
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds

‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.

State Property Gardens Collection Campaign
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into Jewelry

Along with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.

Weekly QuizDec 19, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Two people in a rowboat
CrimeDec 19, 2024
Alleged Jewelry Thieves Attempt Rowboat Escape

The man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.

2488-carat diamond found in Botswana
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name

The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”

ja nj btyb.jpg
Brought to you by
Advocacy and Excellence: How Jewelers of America Is Committed to Elevating Our Industry

For over a century, Jewelers of America has been the voice of the industry and valuable resource to jewelers across the country.

Rough rubies
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at Source

The average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.

alexandrite ring
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’s

The nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.

Tiffany & Co. pocket watch gifted to captain of the Carpathia
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co.

More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.

Picchiotti Spotlight Campaign Video Still
TechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video Campaign

The videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.

Steve Feldman
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to Retire

Feldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.

Chanel Quilted Stars Necklace
Events & AwardsDec 17, 2024
Chanel to Receive Gem Award for High Jewelry Excellence

The luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.

Frank Circelli
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75

Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.

Blue diamond ring
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’s

The nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.

Stock image of a gavel, handcuffs, and books
CrimeDec 17, 2024
‘Black Bin Crew’ Robbers Get 14-16 Years in Prison

The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.

Cover of the new book “The History of Diamond Engagement Rings: A True Romance”
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings

“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.

Rolex store on Rodeo Drive
WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo Drive

Gearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.

GCAL 8X pear and marquise-cut diamonds
GradingDec 16, 2024
GCAL By Sarine Expands 8X to 2 More Fancy Shapes

The diamond cut grade is now available for marquise- and pear-shaped diamonds.

Claudia Cividino, Sissy’s Log Cabin, Shri Govind Dholakia, Tanishq
SourcingDec 16, 2024
Diamonds Do Good Announces 2025 Award Recipients

DDG said the honorees’ business practices embody a commitment to positive social impact, industry innovation, and community empowerment.

Selena Gomez, Benny Blanco, Engagement Ring
TrendsDec 13, 2024
Selena Gomez Said ‘Forever Begins Now’ to Marquise Diamond Engagement Ring

Estimates on the size and value of the solitaire diamond, which is mounted on a diamond pavé-set yellow gold band, vary.

Martin Katz tanzanite drop earrings
TrendsDec 13, 2024
Piece of the Week: Martin Katz’s Tanzanite Drops

These half-moon tanzanite earrings totaling 25 carats are part of a special trunk show taking place this weekend in Dallas.

My Next Question webinar graphic
Recorded WebinarsDec 13, 2024
Watch: The Highs and Lows of 2024

The National Jeweler editors recap the top news, the best jewels, and their favorite stories of the year.

Tom Brady’s Rolex Daytona Paul Newman “John Player Special”
AuctionsDec 12, 2024
Tom Brady’s Watches Top $4M at Sotheby’s Auction

The highest-grossing lot of the sale was the retired QB’s Rolex Paul Newman Daytona “John Player Special.”

Grizzly emerald mining
SourcingDec 12, 2024
Grizzly Emerald Auction Garners $22.4M

Recent expansion initiatives at the Zambian emerald mine have shown strong production numbers, said Grizzly founder Abdoulaye Ndiaye.

Carrie Forman
MajorsDec 12, 2024
Mark Henry Appoints New Director of Sales

Carrie Forman joins the brand to guide it into the next phase of growth with major and independent retailers in the U.S. and abroad.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy