We don’t dis­close our bud­get but we got what we need to have an im­pact with our first cam­paign this year in the US.

Solitaire - - PASSING THROUGH -

Why is the DPA fo­cus­ing only on the US? Why not spread out to a wider au­di­ence?

Be­cause by any standard, we’re still talk­ing about a lim­ited in­vest­ment. So we don’t want to di­lute our­selves un­til we’ve got some crit­i­cal mass of fund­ing, or the risk is you’re not go­ing to reach any­body. It does take money to bring a new con­cept or idea to mar­ket. Again next year, we’re plan­ning to ramp up our in­vest­ment, but we still want to make sure that we es­tab­lish our­selves firmly in the US. It’s the largest mar­ket and that’s the one to fo­cus on at the start. As far as the In­dian trade is con­cerned, the US mar­ket is crit­i­cal. Our na­tional cam­paign is mostly dig­i­tal; we’ll have some ra­dio, pod­casts, some of it can be re­gion­ally driven, but we’re not go­ing to have out­door or re­gional chan­nels. Dig­i­tal is ev­ery­where and ev­ery­one has ac­cess to, so we’re cre­at­ing a di­a­logue, a con­ver­sa­tion, a so­cial move­ment around the idea that di­a­monds are the ul­ti­mate sym­bol of what’s real – th­ese real con­nec­tions, real re­la­tion­ships, th­ese real mo­ments in your life, which are rare and pre­cious.

What con­sumer seg­ment is the cam­paign go­ing to tar­get?

We’re tar­get­ing mil­len­ni­als, mainly the younger pop­u­la­tion to start with. We’re talk­ing to peo­ple be­tween the age group of 25 and 32 years, which is when you start get­ting into ac­tive life and money and also the time when you’re think­ing about mak­ing your big com­mit­ment. And it’s a tar­get that has never re­ally been ex­posed to a di­a­mond mes­sage, be­cause they were too young to have been ex­posed to cat­e­gory mar­ket­ing. To­day, the im­age they’ve got of di­a­monds is driven by the con­ven­tional en­gage­ment and so­cial rit­u­als around buy­ing and gift­ing di­a­monds. We want to cre­ate a real emo­tional con­nec­tion with the cat­e­gory and speak their lan­guage and make sure that di­a­monds be­come part of their world.

Will the mar­ket­ing fo­cus on smaller pieces and ev­ery­day wear?

We are very happy! We are work­ing very closely with the trade in gen­eral. The DPA is cre­at­ing that emo­tional trig­ger within con­sumers to stoke that de­sire for di­a­monds. But then un­less we work with the trade to make sure that the prom­ise is ful­filled through the prod­ucts and the store ex­pe­ri­ence, we’re not go­ing to trans­form that into sales. So it’s re­ally im­por­tant for us to work col­lab­o­ra­tively with ev­ery part of the pipe­line and more specif­i­cally, we signed an MoU with the Gem & Jew­ellery Ex­port Promotion Coun­cil (GJEPC), which is con­tribut­ing to our US cam­paign this year—which is great and we’re re­ally happy about that. We hope we can gather an even broader coali­tion to not just sup­port fi­nan­cially, but sup­port the whole idea. Then we can re­alise that big thought at ev­ery level of the pipe­line all the way down to the store and to­gether trans­form the mil­len­ni­als’ di­a­mond ex­pe­ri­ence into some­thing in­spir­ing and ex­cit­ing.

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