If you look at brands that target young people, they do it through Social media and digital advertising

Everyone agrees that the diamond industry should more engage in type marketing in the style of the legendary De Beers campaigns that created this industry. So the news about the establishment of the Diamond Producers Association (DPA), the largest diamond miners, was met with warmth.

However, as we said before, this organization will not be a new De Beers.

First of all, it starts its activity with a budget of $ 6 million. "To anyone who thinks he can carry out marketing in kind, having a budget of $ 6 million, I wish success," said Jim Pounds, president of Dominion Diamond Corp.

Nevertheless, this may be enough for the start, says Jean-Marc Lieberherr, head of Rio Tinto Diamonds.

"We are not going to go back to the $ 200 million budget for television advertising," he says, "the young people we're targeting do not even watch TV." If you look at brands that target young people, they do it through Social media and digital advertising. "

The association can also look for partners already along the way.

"We have campaigns that are compelling and contribute to the creation of value added, so if others want to contribute, we will make it possible," says Lieberher.

At the moment, the priority of the association is to find an executive director who will carry out his mandate. This mandate includes an increase in consumer demand and the strengthening of confidence in diamonds, as well as sectoral research and sharing of best practices in the field of health and safety.

Almost all of the seven producers who joined this work have some historical connection with De Beers. And, as we know, not all producers of diamonds are alike: some of them have been the subject of controversy, including accusations of human rights violations. But the organizers say that any manufacturer that joins their group must meet certain criteria.

"There are clear criteria for areas of responsibility, - said Stiven Luse (Stephen Lussier), executive vice president of marketing for De Beers company -. We need it, if the association is going to speak on the reputation."

At the present time, most organizers say that the creation of the association is long overdue.

"We are one of the few primary sectors that do not have a producer association," says Lieberher, "The producers of tin, nickel and even milk have associations." We are in the role of catch-up. "Due to the structure of industry and the former role of De Beers The industry has not yet matured, we are becoming a more normal industry, and the fact that this association is now being formed is a sign of maturity. "The ability to speak with one voice is important, and this is something that we did not have before."

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