This coming July, the Diamond Producers Association (DPA) will launch a marketing program in China targeted at millennials, according to Rough & Polished. The DPA’s “Real is Rare, Real is a Diamond” has already been launched in the US and India.
Jean-Marc Lieberherr, CEO of the DPA, said at the Hong Kong International Jewellery Show last week: “[This is] the next step in our global platform, which is all about connecting Chinese millennials with diamonds. We look forward to continuing to engage with China’s extensive diamond and jewelry community to inject new energy into the diamond category”.
The DPA’s first Chinese campaign will be deployed on TV, digital and social-media and “will present diamonds as a genuine symbol of love with the power to inspire care, tenderness and consideration”.
