Gaborone: The Diamond Producers Association (DPA) has appointed Mother New York as its global strategic marketing partner.

Mother New York will work with the DPA and recently appointed managing director of marketing Sally Morrison on a new campaign that will make diamonds relevant to the next generation, a statement said.

“We were impressed with Mother New York’s deep understanding of modern culture and with the very innovative and impactful work they’ve produced for important lifestyle brands that matter to millennials,” added DPA board member and Alrosa vice president Andrey Polyakov.

The DPA was created by diamond mining companies to increase demand for and consumer confidence in diamonds.