TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
MajorsJun 07, 2017
Budget for Marketing Diamonds Upped to $57M
The Diamond Producers Association will have a lot more money to promote diamonds to millennials in Q4, the bulk of which will be spent in the U.S.
The DPA’s new print ads contrast the age of mined diamonds--more than 2 billion years old--with the length of human relationships. The ad pictured here reads: “Anke & Guanchen have been together since last summer. Her diamonds are more than two billion years old.”
Las Vegas--This week in Las Vegas, the Diamond Producers Association confirmed what was first reported back in January--the mining companies will be putting more money into the association in order to promote diamonds.
The DPA, which started with a total annual budget of about $6 million, announced this week in Las Vegas that it has a full-year marketing budget of $57 million for 2017, $50 million of which will be spent in the United States. The remaining money will go toward expanding the “Real is Rare” campaign into India and China.
While the new commercials for the fourth quarter have not been shot yet, the DPA did unveil its Q4 print ads--which will run in magazines and across digital and out-of-home--during the annual Plumb Club breakfast, which took place Tuesday at Mandalay Bay.
At the breakfast, DPA Chief Marketing Officer Deborah Marquardt presented data that dispels the idea that millennials don’t like or buy diamonds.
She said that there are 80 million millennials in the United States, making them the largest generation in the country today. They account for 27 percent of the total population but make up 41 percent of diamond sales volume, and, like they do with so many other aspects of their lives, they share the stones on social media.
“Millennials have made diamonds social media stars,” she told the audience. “Diamonds are at the center of social conversation, all day, every day.”
Marquardt said the problem isn’t that millennials are disinterested in diamonds; it’s that the industry hasn’t “cracked the code” on how to effectively relay the story behind them, which has been the premise of the DPA’s marketing efforts since the association was founded--to find a way to get the next generation interested in diamonds.
The first of the new ads from the DPA is slated to run in the July issue of “People” magazine.
Developed by Mother New York--the same agency that conceived “Real is Rare” with the DPA--the five single-page print ads were shot in New York City in March.
They focus primarily on diamond jewelry for engagements and marriages with jewelry from the likes of Gillian Conroy, Danhov, Greenwich Street Jewelers, Beverly K., Leo Schachter and Pluczenik featuring Forevermark.
Jewelers will be able to use the ads in-store and in local media. Usage guidelines will be available for download on the DPA’s trade portal beginning in July.
More on Majors
The Latest
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
Supplier BulletinAug 06, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
Weekly QuizAug 06, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsAug 06, 2026
New Book on Handcrafted American Objects Highlights Jewelry“Handwork: Handcrafted Objects that Made America” features historic and contemporary works, including a Diné squash blossom necklace.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
CollectionsAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
TrendsAug 03, 2026
Amanda’s Style File: Spinel vs. Peridot While some August babies are team peridot, the month's time-honored birthstone, others are team spinel, the newer alternative.
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
