The Retail Jeweller|March - April 2020
One of the prime objectives of the Diamond Producers Association is to create a desire for natural diamonds. Their collaboration with the recently concluded Lakmé Fashion Week witnessed a successful amalgamation of innovative natural diamond jewellery and slow fashion. Read on to know more

Natural Diamonds have a unique composition which lends them an eternal sparkle, ethereal beauty and unmatched resilience. They are true miracles of nature. They are a billion years old and yet timeless, they can be passed down as heirlooms over generations but still look brand new because of their everlasting shine. Their charm never fades and they never go out of style. They have symbolized love and commitment for centuries, but for today’s consumer who is conscious about investing in pieces that reflect heritage and yet remain in vogue, natural diamonds are the perfect fit within the slow fashion movement. They enhance any outfit and add glamour to the red carpet and runway, and this was never more on display than at the recently concluded Lakmé Fashion Week S/R 2020 when natural diamonds combined with prêt wear fashion at The Real Cut Season 3 by the DPA. The show was the perfect collaboration of contemporary wear, innovative designs and brought alive the theme of slow fashion and conscious luxury.

Since inception, the Diamond Producers Association has strived to become a reliable, current and unbiased source of information on everything pertaining to natural Diamonds. An alliance of the world’s top 8 natural diamond mining companies, who are united in their commitment to best-in-class ethical and sustainable operations and transparent business practices, the DPA has time and again led the industry with innovative ideas and The Real Cut platform is one such initiative which brings together the objectives of the trade with creating desire for natural diamonds amongst consumers. It gives a national platform for emerging natural diamond jewellery talent and also reaches a diverse set of consumers with a pro-natural message. In its third season, the theme for The Real Cut Season 3 was ‘Slow Fashion’, which focused on spreading the message of conscious luxury. Billion-year-old natural diamonds embody slow fashion because of their versatility, unmatched sparkle, ability to transcend everything from traditional to contemporary wear and continued relevance overages. DPA through the Real Cut reiterated that natural diamonds play a vital role in enhancing the beauty of couture through their timelessness and brilliance. The runway show saw necklaces being transformed into belts and earrings becoming maang teekas; a truly unique style statement of fashioning existing natural diamond jewellery in myriad ways. It surely gave us a deeper understanding of how exactly diamonds fit into slow fashion – because they can be upcycled, repurposed, passed down as precious heirlooms and still add glamour to any look.


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March - April 2020