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DPA's Marketing Campaign to Debut at JCK Las Vegas in June
Apr 6, 2016 3:08 AM
By Rapaport News
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RAPAPORT... The Diamond Producers Association (DPA) will introduce its
marketing campaign at the JCK Las Vegas jewelry show in June, it said this week.
“The DPA will
be presenting its campaign to the trade for the first time in Las Vegas at
JCK,” Sally Morrison, the DPA’s managing director of marketing, said in an
email to Rapaport News April 4.
The promotions
drive will come just over a year after the DPA was formed
in May 2015 by seven leading diamond miners, with an initial budget of $6
million, to stimulate consumer demand for precious stones. Since its inception,
a reshuffle in February saw chairman Jean-Marc
Lieberherr become chief executive officer and Forevermark CEO Stephen
Lussier take over as the DPA chairman.
Morrison,
meanwhile, is due to leave the DPA in May, with Michael Pace, the former head
of global marketing at the World Gold Council, joining as interim marketing
chief.
“Everyone
agrees the marketing plan is very good. It’s not only our opinion, that’s what
our key offtakers agree based on the limited data they have,” Andrey Zharkov (pictured),
chief executive officer of ALROSA, one of the DPA’s founding members, said at the
Russia-based miner’s investor day in London March 23.
“There must be
a joint program. It will be launched first in the U.S. market, then China, then
India – the three key drivers with a good culture of consuming diamonds,” Zharkov
added..
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Tags:
Alrosa, Diamond Producers Association, Dpa, marketing, Rapaport News
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