“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
To figure out the kids, the DPA turns to Mother
The Diamond Producers Association announced this week that it will be working with advertising agency Mother New York to figure out how to make diamonds appealing to the younger generation.
New York-- The Diamond Producers Association announced this week that it will be working with advertising agency Mother New York to figure out how to make diamonds appealing to the younger generation.
Mother New York
DPA board member and Alrosa Vice President Andrey Polyakov said what impressed them about Mother New York was the agency’s understanding of modern culture and the innovative work they’ve produced for lifestyle brands that appeal to millennials.
DPA Chairman Jean-Marc Lieberherr said the appointment of Mother New York as its global strategic marketing partner is the “next step in building world-class marketing capabilities to support the DPA’s mission of growing long-term demand for diamonds.”
The two will work together over the next few months to develop a marketing strategy.
The DPA’s decision to go with Mother New York comes a month after its announcement that longtime jewelry industry marketer Sally Morrison was joining the DPA as its managing director of marketing, and the appointment of Lieberherr as chair and De Beers’ Stephen Lussier as the DPA’s vice chair.
Formally introduced in Las Vegas this past May, the DPA is comprised of the world’s biggest diamond miners, including Alrosa, De Beers and Rio Tinto, and is working to enhance consumer demand for and confidence in mined diamonds.
The Latest

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

Six new retail businesses were selected for the 2025 program, which began in January.

Sponsored by the Gemological Institute of America


Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

The company failed to file its quarterly reports in a timely manner.

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
The two organizations will hold the educational event together this fall in Mississippi.

The entrepreneur and “Shark Tank” star will share his top tips for success.

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.