3 thoughts about the new campaign for diamonds
The Diamond Producers Association recently introduced “Real is Rare,” the new marketing campaign designed to stoke millennials’ interest in diamonds.
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In developing deposit, Alrosa considers the reindeer
Moscow–Alrosa is taking special measures to ensure the safety of the wild reindeer that populate the area around what is now the Russian mining company’s largest development project.
Why the GIA grades lab-grown diamonds like it does
Earlier this week, I wrote a story about two large lab-grown diamonds–one 5.19 carats and the other a 10.08-carat blue–recently examined by the Gemological Institute of America’s laboratory in Hong Kong.
What is Blockchain – and how does it apply to diamonds?
The technology might help track stolen goods and improve the Kimberley Process.
Diwali closedown of manufacturing plants begins in Surat
Many smaller and medium-size diamond plants in Surat, India’s major diamond cutting and polishing center, have already begun the closedown for the country’s almost three-week long Diwali holiday.
Diamond Empowerment Fund elects Marcus ter Haar, Deputy MD of Okavango Diamond Company, to board of directors
Press Release – New York – The Diamond Empowerment Fund (D.E.F.) welcomes Marcus ter Haar, Deputy Managing Director of the Okavango Diamond Company (ODC) based in Botswana, to its global board of directors effective October 1.
US bodies to carry out joint research project into trade in rough
The Diamond Manufacturers and Importers Association of America (DMIA) and the United States Kimberley Process Authority (USKPA) are to conduct a joint research project to study the trade in rough diamonds in the United States.
The inside story of the “Kayak for diamonds”
A new meta search wants to bring greater transparency to online diamond buying.
GIA’s latest news of an undisclosed synthetic should worry us all
Undisclosed lab-grown diamonds are out there, and the industry needs to deal with that.
LVMH watch, jewelry sales up 3 percent
Paris–The owner of the TAG Heuer and Bulgari brands has seen its watch and jewelry sales increase so far this year, albeit not by much.
What the new campaign promoting diamonds looks like
New York–The Diamond Producers Association has unveiled the first two commercials in “Real is Rare,” its new campaign designed to fuel millennial interest in diamonds in the face of slipping sales.
How “Real Is Rare” hopes to reinvent diamond advertising
The architects of the Diamond Producers Association’s new campaign have thrown away the rule book to appeal to millennials.