DPA Campaign Targets Self-Purchasing Women

RAPAPORT... The Diamond Producers Association (DPA) will debut a newcampaign geared toward female self-purchasers during television coverage of the Oscarawards. The initial promotion of "For Me, From Me" will feature aseries of videos set to air on broadcast network E! Entertainment, followed by photo galleries onInstagram and the E! website. "Our latest campaign celebrates the distinct pride and joywomen feel in purchasing a diamond for themselves, a celebration of self thatis beautifully embodied by the enduring qualities of a natural diamond,"Kristina Buckley Kayel, the DPA's managing director for North America, saidThursday. "It's timely for the diamond industry to acknowledge the differentneeds and mindset of the female self-purchaser, and position itself optimallyto service her." Self-purchasing women have become one of the strongestgroups of growth for the natural-diamond industry, comprising one-third of alldiamond-jewelry sales in the US, the DPA said, citing data from De Beers.The market, worth $43 billion, grew 4% in 2017, it added. The campaign is set to run across a variety of media,including TV, digital and print, through fall 2019. The DPA will also partnerwith retailers to maximize its impact. Participating stores will feature visualmerchandising, point-of-sale materials and shareable social-media content. "This campaign was created with the needs of the retailcommunity in mind," Kayel added. "[It] communicates a simple message, andretailers play a critical role in making it mainstream." Image: A screenshot from one of the DPA's video commercials, "On the Road". (DPA)