The Diamond Producers Association (DPA) has revealed a brave new plan to rebrand.

The DPA was established in 2015 in response to De Beers having stepped away from generic marketing of diamonds and towards its own Forevermark product in 2008. The DPA was formed with the intention of framing the marketing on behalf of the diamond industry. Now the “Real is Rare” is to be scrapped, the “” site to be replaced. David Kellie, the DPA’s new CEO revealed in a webinar in May that the time had come for a brand overhaul that would see the organisation also change its name.

Due to launch in June, the campaign aims to transform the organisation into a publisher of content, promising to be ‘hyperactive’ on social media in the coming months. “It’s our objective to be the number-one destination globally for consumers coming into websites looking for information, inspiration and education around the world of natural diamonds,” Kellie explained.

Kellie stressed that the campaign would not attack the lab-grown sector and that ‘integrity’ is crucial to the diamond industry. The focus of the new-look DPA will be the mid-income sector of the market, with content and tools to support local and independent jewellers. “The consumer that we’re speaking to is younger than currently is buying jewellery,” he explained, mentioning the need to attract a younger audience and engage with them on their platforms.

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