Sergey Ivanov, President of Alrosa, has been appointed to the Board of the Diamond Producers Association (DPA), according to IDEX Online. Alrosa is one of the founding members of the DPA since its establishment in 2015.
Ivanov commented: “I am delighted to join the DPA team and appreciate the efforts made by the Association to promote our business. It is important to remember that a diamond is not only a beautiful object of consumption. The diamond industry creates millions of jobs worldwide, generates budgets for regions and entire countries, and provides people with social support. Therefore, the stimulation of consumer demand not only determines the future of diamond mining companies, but also the future of many people and territories for many years to come. Strengthening the demand for jewelry with diamonds, and reinstating diamonds as an emotional symbol is necessary for the stable existence and development of our industry”.
In early June, it was reported that The Board of Directors of the DPA approved the 2017 full-year marketing investment of $57 million, more than quadrupling the budget for 2016. Jean-Marc Lieberherr, CEO of DPA, said that the DPA has “ambitious plans for the second half of the year”, including “multichannel advertising, innovative digital programs, and high-impact PR campaigns”. According to the report, the media plan under the new budget will push DPA’s Real is Rare campaign “well beyond TV and digital”. In the fourth quarter of the year, the DPA will roll out “a new retail training support program focused on the new diamond narrative”.
