Policies & IssuesSep 24, 2025
Tariffs Throw Diamond Trade Into DisarrayThe 50 percent tariffs on diamonds shipped from India to the U.S. have pushed midstream manufacturers to the edge.
SourcingJun 06, 2016
Diamond Marketing Takes the ‘Rare’ Route
The Diamond Producers Association has revealed the slogan for generic diamond advertising going forward: “Real is rare. Real is a diamond.”
Las Vegas--At an event held Friday morning in Las Vegas, the Diamond Producers Association unveiled the line that will be at the core of a new millennial-focused generic marketing campaign for diamonds.
It is: “Real is rare. Real is a diamond.”
In introducing the new campaign, DPA CEO Jean-Marc Lieberherr said the success of the diamond industry has been built on “A Diamond is Forever,” the highly effective marketing slogan developed by De Beers in 1947, and the value of that line won’t disappear. (And, in fact, it still is in use by De Beers for its diamond brand, Forevermark.)
However, the DPA, “saw the opportunity to develop a new great idea, a new great idea that’s crafted for younger generations, that’s crafted by them and for them and which will reactualize the diamond dream in their mind,” he said.
The U.S.-focused campaign will begin rolling out this September, with an emphasis on television, premium digital media and video-on-demand advertising.
The DPA, the organization formed by the world’s biggest diamond miners, is not disclosing how much it will spend to start, though when the organization was formed its budget was said to be about $6 million a year.
In creating Real Is Rare, The DPA worked with creative agency Mother New York to translate four insights gained by interviewing millennial-aged consumers about diamonds into a marketing strategy.
According to David Lamb, the former managing director of the World Gold Council who is working with the DPA, those insights included the fact that millennials are searching for real connections in this digital age.
They live in a world where they are “up to [their] eyes in Facebook but still searching for something face-to-face,” he said.
“As Mother said when they first presented the thought to us, I think that line puts a stake in the ground for this industry. It says not just that you understand the lives of the people you want to target, but that you are offering them a product, a set of satisfactions with a purpose,” he said.
During his presentation in Vegas, Lamb showed a minute-long video, which he noted was not a finished piece of communication, that ended with Real is Rare line.
The video, which was met with a round of applause at the DPA’s presentation, is currently not available for publication. The DPA has not yet released any other creative from the campaign.
More on Sourcing
The Latest
Policies & IssuesSep 24, 2025
For Jewelry Manufacturers, Higher Tariffs Create Long-Term WorriesThey are trying to balance the need to sustain well-established relationships with the pressure higher tariffs have put on margins.
CollectionsSep 24, 2025
Greenwich St. Jewelers Goes Back in Time With First Estate CollectionThe collection includes pieces dating back to the Victorian and Art Deco periods as well as mid-century and late 20th-century designs.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
Policies & IssuesSep 24, 2025
Diamonds Do Good Names Marcus ter Haar as President-ElectHe previously served as co-chair of the nonprofit’s beneficiary committee.
Weekly QuizSep 19, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsSep 24, 2025
Brilliant Earth’s New Jane Goodall Collection Calls for PeaceIts second collaboration with the conservationist features jewelry with dove and olive branch motifs.
SourcingSep 24, 2025
SRK Launches Kriam PharmaThe diamond manufacturer’s new company will provide accessible and affordable high-quality medicines across India.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
ColumnistsSep 23, 2025
Quiet Luxury: What Fall’s Top Trend Means for JewelersEmmanuel Raheb shares tips on how a jeweler’s showcases, marketing, and social media presence can whisper, instead of shout.
MajorsSep 23, 2025
Ames Watson Completes $140M Acquisition of Claire’sThe private equity firm has a plan to revive the mall staple.
SourcingSep 23, 2025
Super Smalls’ New Book Introduces Kids to Gems, Fine JewelryThe “Super Book of Gems” dives into the Mohs Hardness Scale, the Four C’s, and designs from jewelers like Cartier and Bulgari.
MajorsSep 23, 2025
Mattioli Names Kering Exec as New CEOClaudio Pasta will take the lead at the Italian fine jewelry brand, succeeding company founder Licia Mattioli.
CollectionsSep 23, 2025
Monique Lhuillier Adds Fashion Jewelry to Kay Jewelers LineThe new lab-grown diamond jewelry offering is the latest expansion of the designer’s “Bliss” collection.
SourcingSep 22, 2025
Rio Tinto Announces Final ‘Beyond Rare’ TenderThe miner is honoring the end of an era with an offering of 52 lots from the now-closed Argyle and the soon-to-close Diavik mines.
MajorsSep 22, 2025
Jewelry Manufacturer Vibhor Acquires AlorThe California-based fine jewelry brand will retain its identity post-acquisition, with new collections launching next year.
CollectionsSep 22, 2025
Gurhan's Collection is an 'Untamed' ZooThe “Untamed” collection centers on carved gemstone jewelry depicting a range of animals embodying one of the four elemental forces.
Policies & IssuesSep 22, 2025
Ethical Metalsmiths Has a New Name Founded in 2004, the organization is now called the Community for Ethical Jewelry.
EditorsSep 19, 2025
These Female Athletes Had the Best Jewelry of the SummerFrom Coco Gauff’s hoops to Madison Keys’ diamond medallion, these are Senior Editor Lenore Fedow’s standout jewelry looks of the season.
CollectionsSep 19, 2025
Piece of the Week: Vanessa Fernández Studio’s ‘Curva’ Wrap HoopsThe trendy earrings feature asymmetrical drops, one with a grossular garnet and the other with a diamond.
Recorded WebinarsSep 19, 2025
Watch: A Step-by-Step Guide to Using TikTok and Instagram ReelsFour social media marketing experts discuss their go-to methods and favorite tools for making high-quality short-form video content.
Supplier BulletinSep 18, 2025
Will Your Design Define 2026? Enter The Spectrum & Cutting Edge AwardsSponsored by American Gem Trade Association
SurveysSep 18, 2025
Deloitte Thinks the Holidays Will Be Merry, PwC Isn’t So Sure In its holiday report, PwC said the season will be more like jazz—improvisational and less predictable—than an easy-to-follow melody.
MajorsSep 18, 2025
Pandora to Open New Distribution Center in MarylandThe jewelry giant will relocate its existing facility to a larger space in Anne Arundel.
CollectionsSep 18, 2025
Ashley Zhang Launches Garçon New YorkThe designer, who is the creative force behind her namesake brand, has now started a new mini line focusing on chains for fathers and sons.
SourcingSep 18, 2025
SSEF Opens Applications for 2 Gemology Education Scholarships The awards include tuition for a course at the Swiss lab, economy flights, and hotel accommodation.
TechnologySep 18, 2025
Hill & Co. Launches AI Strategy ProgramThe 21-day program was designed to help jewelry retailers identify opportunities and eliminate inefficiencies with AI.
AuctionsSep 17, 2025
Mythical Set of Patek Philippe Pocket Watches Expected to Sell for $10M+A set of four Patek Philippe “Star Caliber 2000” pocket watches is part of Sotheby’s upcoming auction in Abu Dhabi.
