News & Press: Member News

DPA Releases New Complimentary Suite of Tools for Retailers

Thursday, June 13, 2019  
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By Diamond Producers Association

Diamond Producers Association

If you are a retailer looking for new social media content, we are pleased to share a new suite of tools and assets available for free for all AGS Members.

The Diamond Producers Association (DPA), whose members represent 75% of rough diamond production, has created 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 and video assets which drive to the recently released Total Clarity platform. 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. Total Clarity is a year-long advocacy platform anchored in new, independent data from Trucost ESG Analysis, part of S&P Global.

The report finds that DPA Members generate more than US$16 billion in net socioeconomic and environmental benefits annually through their diamond mining operations.

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.

The DPA has also created a suite of assets related to their women’s self-purchase campaign, “For Me, From Me.” The campaign was created after extensive research regarding the natural diamond market today and the opportunities for retailers across the country. More women than ever are buying jewelry for themselves, in fact, 1/3 of all natural diamond jewelry sold in the U.S. last year was to women for themselves with an average price-point of $1300. All retailer assets including print and digital creative, visual merchandising support and POS materials are available at


Mission Statement

The American Gem Society (AGS) is a nonprofit trade association of fine jewelry professionals dedicated to setting, maintaining and promoting the highest standards of ethical conduct and professional behavior through education, accreditation, recertification of its membership, gemological standards, and gemological research.

The Society is committed to providing educational products to inform and protect the consumer and to contributing to the betterment of the trade by creating industry standards to protect the jewelry-buying public and the fine jewelry industry as a whole.

AGS Laboratories, founded to support the AGS mission, is a nonprofit diamond grading laboratory with a mission of consumer protection. Adhering to the AGS Diamond Grading Standards, AGS Laboratories is dedicated to offering diamond grading reports that provide consistency and accuracy based on science.

American Gem Society