Create an occasion for diamond
DPA
collaborates with the industry
to
create a new occasion for diamond purchase
The
Diamond Producers Association (DPA), an international alliance of the world’s
leading diamond mining companies, is working with stakeholders in the industry
to create a new occasion for diamond purchase.
Through
consumer research, DPA discovered that 39% of Indians consider the birth of a child
to be an auspicious occasion for purchase of jewellery. Basis this insight, the
idea was to create an occasion specific and unique to diamond jewellery gifting
and purchase.
The
birth of a child is perhaps the most authentic, precious and rare moment for
any couple, as it is the day their bond strengthens further with parenthood.
Only a gift that is as real, rare unique and precious as a diamond can
commemorate the journey of this couple as they become a family. A diamond has
many parallels to this celebration of life and hence DPA’s vision of
“Celebrating the miracle of life with a miracle of nature”.
While
DPA’s first campaign was a celebration of all the unacknowledged real &
rare moments that make a couple realize their bond, the recently launched film
acknowledges the changing relationship dynamic between a couple when two become
three - a true celebration of the miracle of life with a miracle of nature.
To
build this occasion DPA will launch a large marketing campaign spearheaded by
the TVC, that beautifully delivers the message of celebration of life and is a
natural progression from DPA’s first campaign on ‘Real is Rare’. Beginning with
the launch of the TVC, the campaign will be leveraged across social media and
in-store with retailer participation. Building this occasion with the industry
will be DPA’s focus for the entire year.
Richa
Singh, Managing Director, Diamond Producers Association said, “I am delighted
that everyone in the industry we have spoken with, believes in this idea and is
willing to join hands with us to champion the initiative for promoting diamond
purchase through the ‘New Mom Gift’. The celebration of life, in any Indian
family, has always been an occasion calling for purchase of jewelry. And we
believe that our endeavor to translate this moment for diamond purchase will
resonate with people across the country. We are excited about our campaign as
we have received a very positive response from our trade partners who are
joining hands with us to promote this occasion and help drive diamond sales in
India.”
Colin
Shah, Vice-Chairman, GJEPC said, “The diamond industry needed a new occasion to
drive sales and enhance consumer confidence. This occasion is the perfect fit
for diamond jewellery sale as the birth of a child is a universally celebrated
moment across all cultures in our country, and is not seasonal in nature. Like
Akshay Tritiya, this can be another occasion for giving this industry a boost
and we look forward to making this a success with the DPA.”
Sunil
Nayak, CEO, Reliance Jewels said, “The diamond industry needs to come together
and steer a new occasion which is not only an important milestone but is also a
perfect fit to be celebrated with a natural diamond. With building the occasion
of diamond gifting around birth of a child, DPA has taken this much needed step
for our industry to accelerate the consumer demand for Diamond Jewellery.”
Saurabh
Gadgil, Owner, PN Gadgil Jewellers said, “Today, majority of consumers’ limit
their diamond purchases to engagements and weddings because as an industry
these are the occasions that we focus on. But we need to expand our horizons
and promote multiple occasions which are the perfect fit to be celebrated with
diamonds. This initiative by DPA is the ideal combination of the celebration of
life with nature’s best gift.”
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