DPA Campaign Targets Self-Purchasing Women

RAPAPORT… The Diamond Producers Association (DPA) will debut a new
campaign geared toward female self-purchasers during television coverage of the Oscar
awards.

The initial promotion of “For Me, From Me” will feature a
series of videos set to air on broadcast network E! Entertainment, followed by photo galleries on
Instagram and the E! website.

“Our latest campaign celebrates the distinct pride and joy
women feel in purchasing a diamond for themselves, a celebration of self that
is beautifully embodied by the enduring qualities of a natural diamond,”
Kristina Buckley Kayel, the DPA’s managing director for North America, said
Thursday. “It’s timely for the diamond industry to acknowledge the different
needs and mindset of the female self-purchaser, and position itself optimally
to service her.”

Self-purchasing women have become one of the strongest
groups of growth for the natural-diamond industry, comprising one-third of all
diamond-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 partner
with retailers to maximize its impact. Participating stores will feature visual
merchandising, point-of-sale materials and shareable social-media content.

“This campaign was created with the needs of the retail
community in mind,” Kayel added. “[It] communicates a simple message, and
retailers play a critical role in making it mainstream.”

Image: A screenshot from one of the DPA’s video commercials, “On the Road”. (DPA)