Diamonds are real and rare as well as forever, producers say

June 3, 2016

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International diamond producers on Friday unveiled a new marketing slogan “Real is Rare” to reach out to a younger generation of buyers, although major producer De Beers says diamonds will always be forever.

For well over half a century, diamonds have been marketed under the De Beers slogan A Diamond is Forever. But last year the Diamond Producers’ Association (DPA), which groups producers such as De Beers, part of Anglo American, and Rio Tinto, was set up to spur demand.

Category: General