ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
SourcingOct 09, 2019
DPA’s New Ad Campaign Chronicles ‘The Diamond Journey’
It follows a diamond along its 3-billion-year journey, from its rough form in the caves of ancient India to modern times.
The advertising campaign’s assets include a 3-minute video and more than 100 supplementary visuals for social media sharing.
New York—The Diamond Producers Association released its latest campaign, following the journey of a natural diamond over 3 billion years.
Its new campaign, titled “The Diamond Journey,” is part of its “Real is Rare, Real is a Diamond” platform, the organization’s effort to promote natural diamonds.
The highlight of the campaign is a three-minute video, directed by Ian Pons Jewell, chronicling the story of the diamond from its geological formation to the finished product, a 2-carat cushion-cut diamond engagement ring set in yellow gold.
The stone’s story begins in the caves of ancient India—where it is found in its rough form— traveling along the Silk Road, making its way through Austria and, finally, to modern times.
Several couples from various times and places throughout history are featured in the video, all connected by the classic diamond engagement ring.
WATCH: “The Diamond Journey” Ad from DPA
“’The Diamond Journey’ tells the timeless and epic story of natural diamonds in a new and modern way,” said DPA CEO Jean-Marc Lieberherr in a press release.
Lieberherr added their research found most consumers don’t know diamonds may be “the oldest thing they will ever touch or own.”
The DPA will drive that point home with its tagline “3 Billion Years in the Making” across all assets and will also use “Before there was life, there were diamonds” in some instances.
The video is available on the “Real is Rare, Real is a Diamond” website, alongside details about the historical and symbolic references featured throughout the campaign.
“The Diamond Journey” is the third major campaign under “Real is Rare” in the U.S. but the fourth DPA campaign, including its “For Me, From Me,” campaign, which focused on women who buy jewelry for themselves.
Additional campaign assets include 60-, 30- and 15-second videos, a series of portrait and landscape still visuals and more than 100 supplementary visuals for social media, including 6- and 10-second videos.
The social media aspect of the campaign will focus on Instagram, Facebook and YouTube.
The target demographic is 21- to 39-year-olds, with ads launching digitally on Oct. 15 with Conde Nast, The New York Times and Sports Illustrated, as well as ads with select print partners.
TV ads will also launch in October, featured during live NFL games on ESPN, holiday movie sponsorships on Hallmark and on NBC via The Today Show and NBC Primetime digital streaming properties.
The campaign will grab the attention of holiday travelers via placements in
Editors' Picks
Sponsored by
New York’s Grand Central Terminal and at JFK and LAX airports, including on select in-flight TVs.
The DPA will also partner with select cinemas to show ads during peak movie season.
Retailers can access customizable and shareable campaign assets—including print, digital and social media content—via the DPA’s website.
The DPA will also partner with select cinemas to show ads during peak movie season.
Retailers can access customizable and shareable campaign assets—including print, digital and social media content—via the DPA’s website.
More on Sourcing
The Latest
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
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.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
Weekly QuizJul 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
Events & AwardsJul 16, 2026
MJSA Mentor & Apprenticeship Program Certifies First Advanced Apprentice GraduateThe graduate, Grace Barden, credited the program with helping her secure a job as a bench jeweler.
Events & AwardsJul 16, 2026
Jewelers of Louisiana to Host 80th ConventionThe event, scheduled for next month in New Orleans, will include dinner, a custom jewelry design contest, and education sessions.
SourcingJul 15, 2026
1,305-Carat Diamond Recovered from Mine in BotswanaThe yet-to-be named stone is the 10th diamond weighing more than 1,000 carats to come out of Lucara’s Karowe mine.
IndependentsJul 15, 2026
New Jersey Jeweler Barry Berman Dies at 81The founder of Fords Jewelers, Berman is remembered for his love of connecting with his community.
FinancialsJul 15, 2026
Watches of Switzerland’s US Sales Jump 18%, Declines to Comment on Sale Report The watch and jewelry retailer had a strong fiscal year despite what its CEO described as a “complex operating backdrop.”
Events & AwardsJul 15, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
CollectionsJul 15, 2026
Pomellato’s New High Jewelry Is LiberatingBold color, expressive gem-setting, and sculptural form define the three chapters that make up “Stile Libero.”
IndependentsJul 14, 2026
Foundrae Opens First Standalone Store Outside USThe New York-based jewelry brand has expanded overseas, opening a store in London’s Mayfair district.
ColumnistsJul 14, 2026
Sherry Smith: What Today’s Jewelry Consumer Is Telling Us Rising revenue does not automatically mean a healthy business, particularly in the current economic landscape, Smith writes.
TrendsJul 14, 2026
Amanda’s Style File: Shoulder Dusters These long, fluid drop earrings are sure to catch the eye.
CrimeJul 14, 2026
Man Charged in $1M Jewelry Store Heist Lands on FBI Most Wanted ListAlberto Perez-Elias is one of four men charged with robbing a Cape Coral, Florida, jewelry store and is the only one still at large.
Events & AwardsJul 14, 2026
Conference on Mining, Sustainability Kicks Off in NYCInitiatives in Art and Culture is hosting its 16th annual Gold and Diamond Conference, with the theme of “Resilience.”
