Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingOct 07, 2016
What the New Campaign Promoting Diamonds Looks Like
The Diamond Producers Association has unveiled the first two commercials for “Real is Rare,” the campaign designed to fuel millennial interest in diamonds.
A screen shot taken from YouTube of the “Wild & Kind” commercial. The Diamond Producers Association screened both short (30-second) and long (60-second) versions of “Wild & Kind” and its second spot, “Runaways.”
New York--The Diamond Producers Association has unveiled the first two commercials in “Real is Rare,” its new campaign designed to fuel millennial interest in diamonds in the face of slipping sales.
Screened before an industry crowd Wednesday night in New York, the spots were a definite departure from traditional jewelry advertising.
There were no on-bended-knee proposals, no promises of forever and, in fact, not even any traditional engagement rings.
What there was, though, was a message intended to resonate with a new generation of consumers who, as the research that went into the campaign asserts, like diamonds but relate less to established rituals, like the tradition of giving a diamond ring upon getting engaged.
Or, for that matter, even getting married; as the stigma of co-habitation has faded, many young people today are delaying marriage--the average marriage age in the U.S. is now around 25 for women and 28 for men--or skipping it entirely.
DPA CEO Jean-Marc Lieberherr, along with Stephen Lussier and Paul Malmstrom, creative director of Mother New York, the agency that put together the campaign, spoke prior to the screening of the spots Wednesday night.
But perhaps the most powerful statements came after, from the last speaker of the evening, Helzberg Diamonds Chairwoman and CEO Beryl Raff.
Her message was, as the millennials would say, on fleek.
“The most important thing that happened tonight is--it happened. This industry needs this so badly,” she said. “The tailwind that we’ve all experienced in our retail businesses from all of the ‘Diamond is Forever’ days, it’s long gone. It’s long, long gone. And nobody is out there telling this younger generation that they need a diamond, that they want a diamond, and what a diamond means.”
{youtube}g_whjfNkvGw{/youtube}
Real is Rare began rolling out across digital platforms Wednesday night. The videos are on YouTube, there’s a fledgling Facebook page that uses the handle Real is a Diamond, and a promoted tweet was spotted on Twitter.
Deborah Marquardt, the DPA’s new chief marketing officer, said following the digital rollout will be waves of public relations, social media, native media and digital radio promotions, on platforms including fashion and lifestyle website Refinery29, magazines Glamour and Vogue, streaming service Hulu and Pandora radio.
“There will be a surround sound of messages that continue to pulse out as we take our campaign through Q4,” she said.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
Weekly QuizMay 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
MajorsMay 07, 2026
Gannon & Scott Names New Regional Account ExecutiveIn his new role, sales specialist Billy Welshoff will focus on the eastern United States.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
WatchesMay 07, 2026
Chrono24 Names New CEOJosé Gaztelu has been promoted to the role, which has been vacant since last year.
Events & AwardsMay 07, 2026
JA Accepting Applications for 2026 Scholarship ProgramIt has also opened the application period for the Seymour & Evelyn Holtzman Bench Scholarship through June 30.
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
MajorsMay 06, 2026
Saks Global Begins Layoffs, Reorganization Plans Closer to ApprovalThe retailer will cut 16 percent of its corporate workforce as part of its plan to exit bankruptcy.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
ColumnistsMay 04, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
