The Gem Jewellery Export Promotion Council (GJEPC) and the Diamond Producers Association (DPA) have decided to join together to promote the demand for diamonds and enhance the image of the diamond industry, as per reports. For this the two entities have signed a Memorandum of Understanding (MOU) at an event at Las Vegas, reports add. The MOU was signed between Praveenshankar Pandya, Chairman GJEPC and Stephen Lussier, Chairman DPA.

DPA had also unveiled its new Category Marketing Platform – Real is Rare at JCK. The agreement entails GJEPC to contribute to the DPA’s 2016 marketing investment and work alongside the DPA leadership in seeking long term collaboration opportunities. Both organisations would hold quarterly meetings to deliberate industry challenges, opportunities, marketing progress and discuss industry insights on matters of mutual interest, reports add.

The DPA notes the collaboration between India and the leading diamond mining companies is important to achieve the full potential of the industry.

The GJEPC has been promoting the need to develop generic diamond marketing initiatives since the past few years as it cites this to be important for the growth of the diamond industry, It appreciated the initiative of the DPA in this regards with its new marketing program, reports say.