New diamond association promotes consumer demand

Posted October 27, 2015 | By Stephanie Chan • Staff Journalist

A number of prominent members of the diamond sector have been appointed to lead the new industry-first Diamond Producers Association.

Jean-Marc Lieberherr, managing director of Rio Tinto’s diamond division, and Stephen Lussier, CEO of De Beers Group’s Forevermark brand, have been appointed as the chair and vice-chair, respectively, of the Diamond Producers Association (DPA), which has been developed to strengthen and promote the diamond sector.

In addition, Sally Morrison, former World Gold Council managing director of jewellery and marketing, has been appointed as the association’s managing director of marketing. Morrison also previously worked on behalf of De Beers at marketing communications company J Walter Thompson.

As previously reported by Jeweller, the DPA was formed in May this year and comprises seven key global diamond mining companies – Alrosa, De Beers Group, Rio Tinto, Dominion Diamond Corporation, Lucara Diamond Corporation, Petra Diamonds and Gem Diamonds.

The group, which is said to be the first international representative organisation of diamond suppliers, will encourage industry and non-industry organisations to promote the interests of the sector by focusing on five areas.

One area includes improving consumer demand for diamonds, and Lieberherr indicated that Morrison’s appointment was central to achieving this.

“Sally brings to the DPA impressive and in-depth experience of diamond marketing,” he said. “Her knowledge of the sector and the wider luxury market will be invaluable as we look to enhance consumers’ desire for, and confidence in, diamonds.”

Commenting on her new role, Morrison said, “The sector faces a number of challenges, but there are also a number of real opportunities. Most immediately we need to inspire and excite the millennial consumer with the deep and meaningful sentiment that diamonds uniquely offer.

“The DPA will play a key role in unlocking the consumer insights that will inform how we best engage them with diamonds.”

The DPA’s other four focus points include providing a reliable source of industry information; acting as the unified voice of the diamond producers; communicating the role and contribution of diamond producers to the diamond sector and broader society; and sharing industry best practice.

A DPA statement noted that further senior appointments would be announced “in due course”.