JOHANNESBURG (miningweekly.com) – Russian mining giant Alrosa president Sergey Ivanov has been appointed to the board of the Diamond Producers Association (DPA).
Founded in 2015, the DPA comprises seven leading diamond producers and aims to promote the industry through the implementation of marketing initiatives.
The DPA aims to stimulate consumer demand for jewellery with diamonds, especially among Millennial buyers.
The first marketing campaign under the slogan ‘Real is Rare. Real is a Diamond’ was launched in the US last year. Future promotional campaigns will be also launched in China and India.
"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. The diamond industry creates millions of jobs worldwide, generates budgets of regions and entire countries, and provides people with social support.
“Strengthening the demand for jewellery with diamonds, and reinstating diamonds as an emotional symbol is necessary for a stable existence and development of our industry," Ivanov said in a statement on Monday.
Alrosa is the largest producer of diamonds in terms of carats and is one of the seven members of the DPA. The others are De Beers, Dominion Diamond Corporation, Gem Diamonds, Lucara Diamond Corporation, Petra Diamonds and Rio Tinto Diamonds.