ALROSA President Sergey Ivanov has been appointed to the Board of the Diamond Producers Association (DPA). The Russian diamond mining giant is one of the founding members of the DPA, which was created in 2015, uniting seven leading world diamond producers to promote and protect the reputation of the diamond industry.
The DPA is the driving force behind the diamond promotion campaign with ‘Real is Rare. Real is a Diamond’ as its tagline. The campaign has been launched in the US, is set to be unveiled in India in October, and in China early next year.
"I am delighted to join the DPA team and appreciate the efforts made by the association to promote our business. It is important to remember that a diamond is not only a beautiful object of consumption. The diamond industry creates millions of jobs worldwide, generates budgets of regions and entire countries, and provides people with social support,” Ivanov said.
He added, “Therefore, the stimulation of consumer demand not only determines the future of diamond mining companies, but also the future of many people and territories for many years to come. Strengthening the demand for jewellery with diamonds, and reinstating the diamond as an emotional symbol is necessary for a stable existence and development of our industry.”