MajorsNov 04, 2024
Jewelers Mutual Appoints Mastercard Exec to Its BoardDana J. Lorberg brings 35 years of experience in finance, technology, and strategy to the role.
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
CrimeNov 04, 2024
FBI Offering $15K Reward for Info on Halloween Mask-Wearing RobbersThe suspects are said to have been involved in the armed robberies of four jewelry stores across three Midwest states.
CollectionsNov 04, 2024
John Hardy’s New Jewels Turn the Black Sands of Bali into DiamondsThe new designs blend Creative Director Reed Krakoff’s aesthetic with the brand’s Balinese roots.
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.
IndependentsNov 04, 2024
Eiseman Jewels is Celebrating Watches All Month-LongThe Dallas-based jeweler will showcase timepieces from Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Parmigiani Fleurier, and more.
Weekly QuizOct 31, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsNov 01, 2024
Gunderson’s Jewelers Opens New Location in NebraskaThe new store features a custom design studio and a bridal salon.
CollectionsNov 01, 2024
Piece of the Week: Sydney Evan Gets ‘Wicked’Designer Rosanne Karmes has created a collection to coincide with the release of the movie musical, which is expected to be a blockbuster.
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.
FinancialsOct 31, 2024
Charles & Colvard Faces Possible Nasdaq DelistingThe retailer said it will file the necessary paperwork to regain compliance as soon as it is able.
ColumnistsOct 31, 2024
Peter Smith: Nervous Flyers and Emotional SellingWhether you’re calming the jittery gentleman in seat 13B or selling a diamond ring to a hesitant customer, an empathetic approach is best.
Events & AwardsOct 31, 2024
WJA Will Celebrate 4 Award Winners at ‘Future of Forty’ GalaThe gala includes a red carpet, music from DJ Renata, an awards program, and “mystery boxes.”
Events & AwardsOct 31, 2024
The Instore Show Returns To Chicago AreaThe trade show, in its third year, will take place in late September at the Donald E. Stephens Convention Center in Rosemont, Illinois.
Lab-GrownOct 31, 2024
Q&A: Constance Polamalu on Selling Natural and Lab-Grown DiamondsThe jeweler shared her change of heart on lab-grown diamonds and why she keeps them separate from natural diamonds in her business ventures.
Events & AwardsOct 30, 2024
These Designers, Journalists, and Retailers Are Up for a Gem Award The 2025 Gem Awards are scheduled to take place March 14 at Cipriani 42nd Street in New York City.
MajorsOct 30, 2024
Peggy Grosz Leaves Assael After Company Is SoldGrosz had served as Assael’s senior vice president and creative director since 2017.
CollectionsOct 30, 2024
CD Peacock Honors Its Hometown of Chicago in First Bridal Collection“Love and Celebration” is the jeweler’s first in-house collection featuring engagement rings, wedding bands, and celebration rings.
SurveysOct 30, 2024
Consumer Confidence Rebounds in OctoberA more positive view of the labor market contributed to the strongest monthly gain since March 2021.
Events & AwardsOct 30, 2024
Mejuri to Award $50K in Scholarships to Jewelry Design StudentsThe funds will be distributed to schools in the U.S., Canada, and the U.K.
MajorsOct 29, 2024
Cybersecurity Expert Selected as President of Jewelers’ Security AllianceJennifer Mulvihill, the first woman to lead JSA in the organization’s 141-year history, takes over for the retiring John Kennedy.
Events & AwardsOct 29, 2024
The Can’t-Miss Events of 2024 New York City Jewelry WeekThis year’s festivities include more than 100 experiences, such as designer showcases, panel discussions, and even a treasure hunt.
AuctionsOct 29, 2024
Rolex Worn on Apollo 14 Mission Sells for More Than $2MThe GMT-Master “Pepsi” that belonged to astronaut Edgar Mitchell is one of two Apollo-flown Rolex watches ever sold at auction.
MajorsOct 29, 2024
Pandora’s Holiday Campaign, New Jewelry Celebrate Light and LoveThe ads star brand ambassadors Chloe and Halle Bailey and Pamela Anderson.
EditorsOct 28, 2024
Q&A: Monica Rich Kosann Looks Back on 20 Years The jewelry designer discussed how she got into the jewelry industry, what she keeps in her favorite locket, and the future of her brand.
MajorsOct 28, 2024
Jewelers for Children’s Halloween Costume Contest RocksParticipants can buy five votes for $5 to decide which jeweler will dress up as an ‘80s rockstar for Halloween.
TrendsOct 28, 2024
Amanda’s Spooky Style FileThese 15 pieces of jewelry hand-picked ahead of Halloween appeal to the costume- and candy-loving child in all of us.
MajorsOct 25, 2024
This New Bulgari Boutique Is on a YachtStarboard Luxury is bringing the Italian brand aboard The Ritz-Carlton Yacht Collection’s newest yacht.
CollectionsOct 25, 2024
Piece of the Week: A Haunting Piece of Mourning Jewelry The pendant, circa the late 1700s, likely was commissioned to remember a loved one who died young.
