A Show of Force: The Story of The Diamond Producers Association
The Diamond Producers Association was formed in May 2015 by seven of the world’s leading diamond mining companies – Alrosa, De Beers, Rio Tinto, Dominion Diamond Corporation, Lucara Diamond Corporation, Petra Diamonds and Gem Diamonds.
The DPA was formed with the aim of “working together to support the development of the diamond sector”, and to focus on marketing initiatives, enhancing consumer demand, trade and consumer research, among other activities. The association was established with an initial minimum annual budget of $6 million.
In February 2016, Stephen Lussier, the Executive Vice President of Marketing of the De Beers Group and Chief Executive of the De Beers Forevermark brand, was named Chairman of the DPA. The appointment was praised by Chairman of the Israel Diamond Institute Group of Companies (IDI) Shmuel Schnitzer, who called Lussier “a true diamond professional” ready to face the challenges ahead.