ALROSA is one of the founding members of the DPA, created in 2015. The Association unites seven leading world diamond producers to promote and protect the reputation of the diamond industry.
"I am delighted to join the DPA team and appreciate the efforts made by the Association to promote our business. It is important to remember that a diamond is not only a beautiful object of consumption. Diamond industry creates millions of jobs worldwide, generates budgets of regions and entire countries, and provides people with social support. Therefore, the stimulation of consumer demand not only determines the future of diamond mining companies, but also the future of many people and territories for many years to come. Strengthening the demand for jewelry with diamonds, and reinstating diamond as an emotional symbol is necessary for a stable existence and development of our industry," ALROSA President Sergey Ivanov said.
The main aim of the DPA is implementation of generic marketing initiatives. Its mission is to stimulate consumer demand for jewelry with diamonds, especially among millennial buyers. The first marketing campaign with the slogan "Real is Rare. Real is a Diamond" was launched in late 2016 in the U.S., the world's largest jewelry consumption market. In the future promotional campaigns will be also launched in China and India.
In addition to the programs of generic marketing, DPA is implementing other initiatives: representation and advocacy of the diamond producers in industry and non-industry organizations, creation a reliable source of industry information, including trade and consumer research, sharing best practices in the field of corporate social responsibility and environmental protection.