Jeweller - June, Edition I 2020

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News In Brief Diamond industry organisation to change name, launch new campaign Meghan still has the royal touch 4 A ruby, diamond and gold pendant worn by Meghan, Duchess of Sussex in an Instagram clip has generated £100,000 in sales for UK jeweller Sophie Lis. Demand was so high that Lis was able to donate 10 per cent of proceeds to the Wild At Heart charity. The pendant retails for £280 and features engraved lines from the French poem The Eternal Song. Christie’s to auction rare diamond online 4Auction house Christie’s has announced it will offer a 28.86-carat VVS1 D-colour diamond, set in a ring, at its upcoming Jewels Online event. It is estimated to sell for $US1–2 million, making it the highest value lot Christie’s has ever offered online. It is also the largest ever D-colour diamond auctioned online. Five GIA laboratories reopened 4The Gemological Institute of America (GIA) has confirmed five of its laboratories reopened in May – Johannesburg, Tokyo, Antwerp, Gaborone, and Carlsbad in California – following temporary closures due to the COVID-19 pandemic. Its offices in New York, Mumbai, and Surat remained closed at the time of publication. Bulgari heiress passes away aged 93 4Anna Bulgari Calissoni, heiress of luxury jewellery, watch, and accessory brand Bulgari, has passed away at the age of 93. Calissoni was the granddaughter of silversmith Sotirios Voulgaris, who founded Bulgari as a small jewellery store in Rome in 1884. The chain expanded internationally in the 1970s and was acquired by luxury conglomerate LVMH in 2011. The Diamond Producers Association launched the ‘Real is Rare’ campaign in October 2019; it will be abandoned in favour of a new marketing concept and strategy from 1 June 2020. The Diamond Producers Association (DPA), which promotes natural diamonds internationally and is funded by seven mining companies including De Beers and Alrosa, has announced a complete rebranding and a new marketing premise. The association will be renamed and a suite of new consumer and trade websites, as well as new social media campaigns, are set to be launched from 1 June in the US and Europe, and 1 July in Asia. ”It’s our objective to be the number-one destination globally for consumers coming into websites looking for information, inspiration and education around the world of natural diamonds” – David Kellie, Diamond Producers Association The DPA’s previous marketing slogan, ‘Real is rare, real is a diamond’ and its website www.realisadiamond.com, will be abandoned. Announcing the changes during a webinar last week, David Kellie, CEO DPA, said, “Everything that you’re more familiar with around the DPA is going to be relaunched and rebranded. It’s our objective to be the number-one destination globally for consumers coming into websites looking for information, inspiration and education around the world of natural diamonds.” He added that the new campaigns would target younger consumers and “midincome” jewellery customers, explaining, “The Cartiers and Bulgaris of this world do a wonderful job at the very high end [but] the audience we’re speaking to is much more of a mid-tier audience. “They want luxury, but they don’t want to be patronised because they can’t afford high luxury.” Rapaport News reports that the campaigns will focus on supporting independent jewellers and those located in shopping centres, who cater to these consumers. Notably, Kellie emphasised that the new campaigns would not focus on disparaging the lab-grown diamond sector. “Everything that you’re more familiar with around the DPA is going to be relaunched and rebranded. It’s our objective to be the number-one destination globally for consumers coming into websites looking for information, inspiration and education around the world of natural diamonds” Kellie was previously head of US marketing for Watches of Switzerland and corporate senior vice-president – global marketing and advertising at fashion house Ralph Lauren. He was appointed CEO of the DPA in January, replacing Jean-Marc Lieberherr who had led the organisation for four years. 18 | June 2020
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Jeweller - June, Edition I 2020

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