You can not compare gold with diamonds

You can not compare gold with diamonds

The Diamond Producers Association (DPA), an alliance of leading diamond miners like Alrosa, DeBeers, Rio Tinto, etc., has come to India to promote diamonds primarily among upper socio-economic class couples a few years into their marriage.

We are talking to couples who are a few years into their journey of marriage, focusing on NCCS A, living in metros, tier I and II towns of India, said Jean-Marc Lieberherr, CEO, DPA.

NCCS stands for new consumer classification system and A is the uppermost segment of the consuming class.

Queried on how the DPA proposed to target customers traditionally biased in favour of gold and gold ornaments, Lieberherr said it would be incorrect to compare gold and diamond as while gold is seen as a financial investment, diamonds and diamond jewellery are seen as an emotional investment.