NEW CAMPAIGN FOR NATURAL DIAMONDS AIMS TO FIGHT MISCONCEPTIONS – by Arabella Roden (Jeweller Magazine – August 23, 2019)

The Diamond Producers Association (DPA) has released new promotional materials to combat misinformation about diamond mining. Called ‘Essential Diamond Truths’, the campaign from the US-based industry group involves a video that is shareable via social media, as well as an infographic series.

A DPA spokesperson told Rapaport News, “The goal is to convey some of the key facts and truths about natural diamonds in a compelling, cinematic way that will engage viewers.

“There are man outdated misconceptions about the diamond industry, and we wanted to present these essential diamonds truths, many of which consumers are unaware of, in a fresh, elevated way to capture the attention of our target audience, Millennial consumers.”

Some of the facts presented include that diamonds are older than life on Earth, that ‘conflict diamonds’ have been all but eradicated by the Kimberley Process, and that the diamond industry supports the livelihood of 10 million people.

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