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The Diamond Producers Association (DPA) has launched the third wave of its “Real is Rare, Real is a Diamond” campaign that focuses on female self-purchasing.
Entitled “For Me, From Me,” the campaign is inspired by the natural diamond industry’s strongest growth engine, "women self-purchase," which today represents one-third of all diamond jewellery sales in the US, a US$43-billion diamond market that grew 4 percent in 2017, according to De Beers Group data.
“Previous ‘Real is Rare, Real is a Diamond’ campaigns established diamonds as the ultimate symbol of realness and authenticity in love and in life,” said Kristina Buckley Kayel, managing director...
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