JEAN-MARC LIEBERHERR, chief executive officer of the Diamond Producers Association (DPA), tells Solitaire about the India launch of the ‘Real is Rare’ promotion that will attempt to bring the shine back to diamond jewellery sales. The campaign, which is slated to run from November 2017 till January 2018, aims to help diamonds reinforce their emotional symbolism as the ultimate expression of love and commitment.
The ‘Real is Rare’ campaign will be rolled out in India this November. So will the communication be skewed towards the wedding/festive season or will it be more generic in nature?
The campaign will be more generic in nature. It’s about taking a fresh look at what diamonds mean in a modern Indian relationship, as opposed to specifically driving bridal purchases or occasions.
Could you share the key findings of the research that DPA conducted in India? What are the key drivers of diamond jewellery sales among Indian consumers?
Obviously, the key drivers of diamond jewellery sales today are occasions/ celebrations, luxury and status. That’s a strong base and there is a strong affinity among Indian consumers for diamonds. Also, there is a long history between India and diamonds. As we went through our research, what was clear is that there is an opportunity to inject more emotional meaning into diamonds than there is today.
At the end of the day, diamonds are an emotional purchase. It’s an emotionally driven product that is a symbol of love and commitment. Expressing emotions is at the centre of what diamonds are. We want to make sure that it remains so, and that diamond purchase and diamond gifting is driven by an emotional meaning rather than a socially prescribed or ritualistic driver.
Bu hikaye Solitaire International dergisinin November 2017 sayısından alınmıştır.
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Bu hikaye Solitaire International dergisinin November 2017 sayısından alınmıştır.
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