IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SourcingJul 31, 2019
Another Industry Body Gets ‘Real’ About Promoting Diamonds
The Israel Diamond Exchange and World Federation of Diamond Bourses are releasing a series of videos designed to give a boost to natural diamonds.
The opening of the Israel Diamond Exchange’s first video in the new campaign promoting natural diamonds tells viewers that “we live in fake times,” before going on to contrast what is real in the world—love and diamonds—with all that is “fake” including news, beauty, friends and food.
Ramat Gan—The industry is getting real about promoting natural diamonds, again.
The Israel Diamond Exchange has partnered with the World Federation of Diamond Bourses to launch a global campaign promoting natural diamonds.
The first video in the campaign contrasts what is “real” in the world—love and diamonds, particularly natural diamonds (though it should be noted that lab-grown diamonds are also “real” diamonds)—with everything that is fake today, from fake news to fake friends garnered through social media.
It ends with the tagline “I heart natural diamonds,” with a heart-shaped diamond.
IDE said Tuesday that the video has been viewed 1.2 million times across various social media platforms and received 323,000 likes or shares so far.
The follow-up (embedded below) was released Tuesday and pivots to the idea of “true.”
It emphasizes that while technology has given society more advanced ways to communicate, shop and entertain, diamonds remain the way to express love and commitment. It too ends with the tagline “I heart natural diamonds.”
WATCH: “True Love, True Diamonds” from the Israel Diamond Exchange
IDE introduced the campaign at the WFDB’s EXCO conference held at the beginning of July in Israel.
The IDE told National Jeweler that the campaign, which was “well received” at the WFDB conference, is “intended to emphasize the distinction between natural diamonds and diamonds grown in the laboratory,” noting that it believes that it is “important to take a stand within the trade.”
The Israel Diamond Exchange and WFDB join the Diamond Producers Association, the organization funded by the world’s diamond miners, in emphasizing “real” in a campaign designed to promote natural diamonds over man-made.
The DPA’s campaign, “Real Is Rare,” came out in October 2016 and is currently in its third wave, marketing to women who buy jewelry for themselves.
RELATED CONTENT: 3 Thoughts on the New Campaign for DiamondsAsked about the use of “real” in its first video, IDE said it doesn’t think that there is too much overlap because the audiences are different, and added that having more than one industry body distribute the message “can only amplify the point.”
DPA CEO Jean-Marc Lieberherr said the same: “It is good that all voices in the industry speak, as we need more than one voice to be heard. Great to see the themes of ‘real’ and ‘rare’ being amplified by other industry voices.”
The IDE’s videos are being released across social
Editors' Picks
Sponsored by
media, including on YouTube, Facebook, LinkedIn and Instagram. The 29 WFDB member bourses across the globe also are going to share the videos via social media.
IDE declined to say how much is being spent on the campaign.
IDE declined to say how much is being spent on the campaign.
More on Sourcing
The Latest
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
