The Diamond Producers Association is an international alliance of the world’s leading diamond mining companies who together represent the vast majority of the world’s diamond production. The DPA’s primary objective is to support long-term consumer demand and safeguard the key stakeholders’ confidence in the diamond sector.
Newsbarons provides you the highlights of a media interaction, where Jean-Marc Lieberherr, CEO at Diamond Producers Association informed ‘Real is Rare, Real is a Diamond’ is promoting a new message about diamonds.
NB: Brief us about the launch of India operations?
Jean-Marc Lieberherr: We have announced the launch of DPA’s operations in India to strengthen the diamond sector by promoting the integrity and reputation of diamonds and ensuring the sustainability of the diamond industry.
The DPA is an alliance of seven of the largest diamond mining companies in the world which together represent over 75% of the world’s diamond production. Indian market has a vast potential for growth.
NB: Brief us about your tie-up with Gem Jewellery Export Promotion Council?
Jean-Marc Lieberherr: We are working closely with the Gem Jewellery Export Promotion Council (GJEPC) to build trade relationships, best practices and a strong consumer connect through various market development initiatives.
The first of such is the launch of the India diamond marketing campaign under the global umbrella “Real is Rare, Real is a Diamond” which is promoting a new message about diamonds.
NB: Brief us about your Campaign?
Jean-Marc Lieberherr: “Real is Rare, Real is a Diamond” is promoting a new message about diamonds. As billion-year old natural and precious stones, diamonds are the ideal way to celebrate the uniqueness and authenticity of the love which unites a modern couple. The Indian campaign is directly inspired from in-depth research about modern Indian relationships and multiple interviews with young couples from all over the country.
It is based on the key finding that every couple has a unique story, a journey made of rare moments that are worth celebrating for themselves. These unrecognised moments of bonding and intimacy are often the defining moments in journey of a couple in creating something unique and real between them.
NB: What is your focus area going forward?
Jean-Marc Lieberherr: We are focusing on working with the local trade to realise the potential of India as a diamond market.
NB: What is the global diamond consumption?
Jean-Marc Lieberherr: India accounts for about 7-8% of total global diamond consumption. The US has the world’s largest diamond market with almost 47% market share after China.