In May 2015, Petra became a founder member of the DPA, along with six of the world’s leading diamond mining companies (ALROSA, De Beers, Rio Tinto, Dominion, Lucara, and Gem Diamonds). Petra’s Chief Executive represents Petra Diamonds on the DPA board.
The DPA’s objective is to support the positive development of the diamond sector and its remit will include maintaining and enhancing consumer demand for and confidence in diamonds (including joint category marketing), providing a reliable source of industry information, acting as a unified voice of the diamond producers and sharing best practices with regards to ESG matters.
The DPA’s marketing campaign ‘Real is Rare’ is about something not often found in the modern world – a real connection between two people. Authentic, precious, singular – just like a diamond. Which is why diamonds are the ideal expression of emotional connection and commitment – in all of their infinite variety.
The first Real is Rare campaign launched in the US in October 2016 and two of its latest ad campaigns are featured below.
The DPA has since launched marketing in India in late 2017 and in China in 2018.