The Diamond Producers Association (DPA) launched an expanded offering of educational assets available to the jewelry trade at JCK Las Vegas. The new asset package includes a free social media asset library that will be expanded regularly to help retailers feed their digital channels with fresh, insightful and compelling content for consumers. The social media asset mix includes both static images as well as video assets which drive to the recently released Total Clarity platform.
The DPA is also providing a new customizable byline highlighting key data from Total Clarity, a report on how diamonds impact people and the planet. Retailers can easily adapt it for use in local markets.
Additional materials include several new informational 'one-sheeters' answering essential questions about the key differences between natural diamonds and laboratory-grown diamonds, including questions relating to product value and environmental claims.
The DPA also debuted a new video, the Essential Diamond Truths, which shows fundamental facts about diamonds - and what makes them real and rare. The video is available for use by the retail trade on their own channels.
"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 provided an update on For Me, From Me, their latest Real is Rare, Real is a Diamond campaign launched earlier this year focused on women self-purchase.