DPA Eyes Chinese Millennial Market

RAPAPORT... The Diamond Producers Association (DPA) unveiled its China marketing program at the recent Hong Kong International Jewellery Show, as it plans to launch in the country in July.The DPA's "Real is Rare, Real is a Diamond" initiative, which has already launched in the US and India, is the industry's first generic-marketing initiative in 10 years. The DPA hopes to appeal to the millennialdesire for real experiences by emphasizing the rarity and preciousness ofdiamonds."[This is] the next step in our global platform, which isall about connecting Chinese millennials with diamonds," Jean-MarcLieberherr, CEO of the DPA, said last week. "We look forward to continuing to engage withChina's extensive diamond and jewelry community to inject new energy into thediamond category."DPA research shows that young Chinese couples demonstratetheir love through daily acts of care, tenderness and consideration. The group'sfirst campaign - which includes online TV ads, cinema, and digital andsocial-media marketing - will focus on these findings, aiming to present diamondsas a genuine symbol of love with the power to inspire such gestures."China is an important global consumer market and presents asignificant opportunity for us," said DPA chairman Stephen Lussier. "The DPAplays an important role in ensuring the entire diamond and jewelry communitycan realize the full potential of this market."Image: Lesley Cheung