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The Diamond Producers Association takes stock of an ongoing marketing campaign that aims to revolutionise the diamond buying experience – a unique retail strategy targeted at today’s discerning consumers.
Scenes from DPA's offline event in Shanghai
Scenes from DPA's offline event in Shanghai
Scenes from DPA's offline event in Shanghai
Jean-Marc Lieberherr, CEO of Diamond Producers Association
The “Real is Rare. Real is a Diamond.” promotional strategy led by the Diamond Producers Association (DPA) is making strides in changing the way diamonds are marketed, particularly to a younger generation of buyers.
DPA CEO Jean-Marc Lieberherr sits down with JNA to talk about the success of the campaign in the key markets of the US, India and China as well as future plans.
JNA: Please give us an update on the “Real is Rare. Real is a Diamond.” campaign.
Jean-Marc Lieberherr: 2018 marked the second year of DPA‘s “Real is Rare. Real is a Diamond.” campaign in the US. It is...
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