DPA Releases New Educational Tools for Retailers

Las Vegas—The Diamond Producers Association introduced educational assets for the jewelry industry at JCK Las Vegas, adding to its materials already available on the DPA trade portal.

The new material includes a free social media asset library, which will be expanded regularly to help retailers keep their digital channels updated with fresh and insightful content for consumers. It includes both static images and videos.

The DPA also is providing a new customizable article highlighting key data from “Total Clarity,” a report that looks at how diamonds impact people and the planet, allowing retailers to put their name on it before running it in local newspapers, magazines or online platforms.

Total Clarity is an advocacy platform based on independent data from Trucost ESG Analysis. The Trucost report, titled The Socioeconomic and Environmental Impact of Large-Scale Diamond Mining, serves as a comprehensive analysis of the contributions of DPA Members, examining socioeconomic and environmental benefits and impacts.

Additional materials include informational “one-sheeters” delving into the key differences between natural and lab-grown diamonds, including product value and environmental claims.

The DPA also debuted a new video, “Essential Diamond Truths,” demonstrating fundamental facts about diamonds. It’s available for the trade to use on their own channels.

The additional assets join the DPA’s diamond e-learning program launched for U.S. retailers earlier this spring.

“Deepening our support to the trade has been a key focus of ours in 2019,” said Kristina Buckley Kayel, Managing Director of North America for the DPA. “We aim to create assets that are both visually compelling and informational, as well as turn-key, allowing for seamless integration by our retail partners. The Total Clarity assets will be especially valuable in helping retailers communicate the benefits of the diamond sector’s global reach and its importance to the livelihood of millions of people.”

The DPA also updated “For Me, From Me,” the latest ads in the “Real is Rare, Real is a Diamond” campaign, launched earlier this year and targeted at women who buy jewelry for themselves.

Retail assets such as print and digital creative, visual merchandising support and POS materials are available at shop.diamondproducers.com.

To learn more about the program and how to enroll, email support@diamondproducers.com.