DPA gets intimate with new ad campaign


The Diamond Producers Association (DPA) is hoping to draw a connection between diamonds and love with its new ad campaign. For the new phase of its “Real is Rare” movement, the company will celebrate the beauty in a couple’s intimate moments.


This new marketing effort was launched at JCK Las Vegas. It includes both print and digital display advertisements, as well billboards, television, and digital media ads. The new ads will appear in July in weekly and monthly magazines. Jewellers and retailers will also be able to use the images in-store.

“We chose to launch our new creative [effort] at JCK Las Vegas in order to share it first with our partners in the industry,” says Deborah Marquardt, the DPA’s chief marketing officer. “The campaign features real couples, and the images show ‘stolen moments’ of tenderness where the diamond jewelry is treated as an unmistakable gift of love.”


The campaign features five images of intimate poses. The focus is mainly on diamond wedding and engagement jewellery from suppliers like Gillian Conroy, Greenwich Street Jewelers, and Beverly K.


Just prior to this, the DPA confirmed a $57 million marketing budget for 2017, funded by miners like De Beers and Alrosa.