By Michelle Graff
New York-- The Diamond Producers Association announced this week that it will be working with advertising agency Mother New York to figure out how to make diamonds appealing to the younger generation.

Mother New York has done campaigns for Microsoft, Target, Stella Artois beer and did the fall campaign for CK (Calvin Klein) Jeans, “Meet Us,” which shares real-life stories told through the exchange of text messages.

DPA board member and Alrosa Vice President Andrey Polyakov said what impressed them about Mother New York was the agency’s understanding of modern culture and the innovative work they’ve produced for lifestyle brands that appeal to millennials. 

DPA Chairman Jean-Marc Lieberherr said the appointment of Mother New York as its global strategic marketing partner is the “next step in building world-class marketing capabilities to support the DPA’s mission of growing long-term demand for diamonds.”

The two will work together over the next few months to develop a marketing strategy.

The DPA’s decision to go with Mother New York comes a month after its announcement that longtime jewelry industry marketer Sally Morrison was joining the DPA as its managing director of marketing, and the appointment of Lieberherr as chair and De Beers’ Stephen Lussier as the DPA’s vice chair.

Formally introduced in Las Vegas this past May, the DPA is comprised of the world’s biggest diamond miners, including Alrosa, De Beers and Rio Tinto, and is working to enhance consumer demand for and confidence in mined diamonds. 

Get the Daily News >
National Jeweler

Fine Jewelry Industry News

Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.