Diamond Producers Association releases online tools for retailers

The Diamond Producers Association (DPA) has launched an expanded offering of educational assets available to the jewellery trade at the international trade show JCK Las Vegas.

The association’s 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 revealed 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.

At the trade show 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.

Kristina Buckley Kayel, managing director of North America for the DPA, said: “Deepening our support to the trade has been a key focus of ours in 2019. 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.”