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News

  1. Q1 Gold Jewellery Demand Soft, Says WGC
  2. Jewellery Buying Groups Formed New Global Alliance
  3. Singapore to Host Jewellery & Gem World 2022
  4. ‘Wonder Woman’ Gal Gadot Premiered in Tiffany’s 2022 High Jewellery Collection
  5. Christie’s to Auction ‘The Light of Africa’ for $18M in June
  6. New Board of Directors were elected to Jewellery Exporters Association of Turkey
  7. Oroarezzo back with Première Competition
  8. ‘De Beers Blue’ auctions US$57.5M at Sotheby’s
  9. CTF launches Mother’s Day collection
  10. Jewelers of America Announces The 2022 CASE Award Winners
  11. De Beers: Diamond Businesses Staying Cautious About Business Expectations
  12. Synthetic Alexandrite Pioneer David Patterson Dies at 89
  13. 205 CARAT FANCY INTENSE YELLOW DIAMOND GENEVA MAGNIFICENT JEWELS | 11 MAY 2022
  14. Rebecca Foerster Appointed As President of Hearts On Fire
  15. US Steps Up Sanctions Against Alrosa
  16. PGI Study Findings: Consumers Have Different Interpretations of Sustainability
  17. Irving Wong Appointed as Pandora’s General Manager For China
  18. Rolex’s 6 New Watches Unveiled at Watches & Wonders Geneva
  19. Sixième Sens par Cartier High Jewellery: Heteractis Ring
  20. Will Russian Diamond Ban Help Foster Lab-Grown Diamond Business?
  21. Press Release: Ariana DeBose, Hunter Schafer and Zoey Deutch Shine in De Beers Jewellers at the Vani
  22. Press Release: Ariana DeBose, Hunter Schafer and Zoey Deutch Shine in De Beers Jewellers at the Vani
  23. JEWELLERY GENEVA Takes Place between 30 March and 3 April 2022
  24. Christie’s Presents 228 carat White Dimond
  25. Gold Bar Integrity Programme to be Implemented
  26. Press Release: BONHAMS ANNOUNCES ACQUISITION OF BRUUN RASMUSSEN AUCTIONEERS – DENMARK’S LEADING AUCT
  27. Early Spring Fashion for Natural Diamonds
  28. Jennifer Garner Shines in De Beers Jewellers at the Premiere in New York
  29. To celebrate its 15th anniversary, “Cartier Women’s Initiative Impact Report”
  30. American Gem Trade Association Announces Partnership with JCK Show Again
  31. Chow Tai Fook and Canada's Mountain Province Diamonds Sign Supply Agreement
  32. Registration Is Open for 2022 JCK Show
  33. Alrosa Caught Up in U.S. Sanctions
  34. Tawhid Abdullah Receives Lifetime Achievement Award
  35. The Largest Blue Diamond Appears at Sotheby’s Auction
  36. Price Rise for Nearly 90% Of Fancy Colour Last Year
  37. Dickson Yewn’s Collectibles Given for Sotheby’s Charity Auction
  38. De Beers Boosts Production
  39. Watches & Wonders Geneva To Be Held In Hybrid Format
  40. Jewellery, Gem & Technology Dubai to Debut February
  41. Hong Kong Losing its Dominance as the World's Largest Watch Market
  42. Gift Guide for CNY
  43. Press Release: Sotheby’s Announces New Appointments To Luxury Team In ASsia
  44. Georg Jensen Becomes a Certified Member of RJC
  45. 555.55-carat Black Dimond Unveiled at Sotheby’s Auction
  46. GIA Appoints Anna Martin as SVP for Institute, Industry Relations
  47. Alrosa Boosts Direct Sales of Fancy Diamonds to Investors
  48. CIBJO General Assembly postponed to March 17 and 18, 2022
  49. 7,525 Carat Emerald Discovered
  50. Karl Lagerfeld Jewellery Collections to Shine
  51. Diamonds Travel To The Space
  52. Vicenzaoro January postponed to March
  53. America’s Youngest Jeweller Starts Business via Instagram
  54. Concerns over conflict gold arise again
  55. The 1st International Gemstone & Diamond Trade Summit Wraps Up in Macao
  56. The Knot’s Study:Over 30% of Respondents Say Natural Diamond Unimportant
  57. Pantone’s 2022 Colour of the Year: Very Peri
  58. Phillips Jewellery Auctions Fetch over HK$181 Million
  59. The World’s First Pure Gold Castle of Magical Dreams by CHOW TAI FOOK
  60. Jewellery Sales Jumped 78% During the Thanksgiving Holiday
  61. Gem Auctions DMCC’s Debut Auction Successful
  62. Cartier’s Christmas Tree Lights Up the City with Love and Hope
  63. Rediscovering Lacloche in Hong Kong
  64. Blue diamonds to lead Christie’s HK autumn sale
  65. JMA show to stage next Thursday
  66. HK auction to help Cambodian kids
  67. Basel fair cancelled again
  68. HKDI show to continue in Dec
  69. Gemfields sells 7,500-carat emerald for good
  70. Sustainability is key to diamond purchases, a report says
  71. Christie’s Geneva jewellery sale fetches CHF53.7m
  72. Cibjo forms working group on fei cui standards
  73. Only Watch raises CHF30m for DMD research
Read More...


HIGHLIGHT

  1. US market unfolds changes and potential
  2. The queen of gems, the gem of queens
  3. Classics return

Advertisement

DPA’s China campaign gains positive feedback

After the launch and implementation of ‘Real is Rare, Real is a Diamond’, a general diamond marketing campaign in the United States in 2016 and India in 2017, the Diamond Producers Association (DPA) has ventured into China, the world’s second largest diamond consumer market, by opening office in March 2018 in Shanghai and unveiling its first consumer marketing campaign in July the same year.

According to DPA, in light of their in-depth research on and interviews with Chinese millennials, the campaign aims to change the audience’s impression of diamonds by establishing the role of diamonds as a symbol of sincerity and emotion, inspiring lovers to express their love through daily subtle actions, celebrating and witnessing every precious moment on their life journey ahead. The campaign reaches Chinese millennials through cinematic commercials, reality TV shows, digital/ social network, offline events in Beijing and Shanghai, and various other channels.

Besides the consumer campaign initiatives, DPA also partnered with trade practitioners to increase the campaign’s influence in China. It has launched a mobile-learning platform which uses bite-size format material with interactive ways to communicate with frontline sales personnel the new narratives of diamond facts and knowledge including how natural diamond contributes to making the world a better place. Since the launch, the trade and retail partners of the campaign have been excited about this new way of knowledge sharing, and DPA will continue with this approach and offer more content in 2019.

Mabel Wong McCormick, DPA’s managing director, China told Hong Kong Jewellery that trade associations are key influencers and the support of DPA’s work, of which the objective is to reach out to as many retailers as possible. DPA’s membership network of the trade associations in the region which includes the National Gemstone Testing Center (NGTC), Shanghai Diamond Exchange (SDE) and Diamond Federation of Hong Kong, China Ltd (DFHK) is a solid platform to amplify its communications to all relevant retailers and diamond-related parties.

Encouraging feedback

From the first wave of communications, according to a consumer survey conducted by Kantar Milward Brown, the awareness of ‘Real is Rare, Real is a Diamond’ campaign in China reached 54 percent, of which 81 percent were able to articulate the correct meaning of this campaign line. Wong McCormick stated: “The campaign is well received as surveyed by Kantar Milward Brown in mid-August 2018 amongst target audience aged 20-35. The key message of living in authentic and precious love is well relevant and resonated with the audience.”

The campaign’s feedback has been very positive from both consumers and trade partners so far. Although it takes years to achieve DPA’s mission – to protect, educate and promote the integrity and reputation of natural diamonds and to ensure the future vitality of the natural diamond industry, Wong McCormick is confident that their consistent and persistent communication campaign will be established strongly amongst millennials as long as the insights resonate with them.

Future plan

DPA’s campaign in China has been kicked-off successfully in 2018. As Mabel Wong McCormick mentioned, they will look at ways to dimensionalise the campaign with more targeted activities for young millennials in Shanghai and Beijing in future. Among the upcoming initiatives, DPA will support and collaborate with NGTC on its 10th China Jewelry Design and Craftsmanship Contest in 2019 and create a new award to embrace and celebrate authentic and precious love in life.

At retail level, they will continue to share consumer and industry research insights, and support retailers to integrate DPA’s communication assets and materials for their in-store, online and social amplifications. In addition, the effort on providing new natural diamond narratives, storytelling materials and training sharing would be a key pillar of their work with trade and retailer partners. (Photo courtesy: DPA)

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