TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
EditorsNov 30, 2017
3 Holiday Commercials That Get It Right
Editor-in-Chief Michelle Graff looks at how the new “Real is Rare” ads stack up against spots from Apple, the New York Lottery and Kay Jewelers.
A screenshot from “The Reveal,” one of the two new commercials from the Diamond Producers Association’s “Real is Rare” campaign. The commercials were shot in Berlin and, like the first two videos for “Real is Rare,” developed in conjunction with Mother New York.
A few weeks ago, the Diamond Producers Association debuted the two newest commercials in the “Real is Rare campaign: “The Reveal” and “The Other Party.”
For those who aren’t aware, the DPA is the mining company-backed association created in 2015 to promote mined diamonds, and “Real is Rare” is the marketing campaign launched by the DPA last fall to help fill the generic diamond advertising void created when De Beers, very understandably, pulled back.
Earlier this month, the DPA rolled out the second phase of the campaign with “The Reveal,” which premiered Nov. 16 during the Latin Grammy Awards on Univision, and “The Other Party,” which debuted Nov. 19 during the American Music Awards on ABC.
WATCH: “The Reveal” from the “Real is Rare” Campaign
DPA Chief Marketing Officer Deborah Marquardt told me in an interview last week that these new commercials were designed to appeal to a slightly older audience than “Runaways” and “Wild & Kind,” the first two commercials released under the campaign.
They also show couples in different life stages.
The couple in “The Reveal” is slightly older and married, and the viewer sees them coming home together after a party. In “The Other Party,” they are engaged and out together at dinner, holding hands under the table.
WATCH: “The Other Party” from the “Real is Rare” Campaign
{youtube}W_6dVzGGsuA{/youtube}
Marquardt said these two commercials will run into 2018 on TV as well as online, in movie theaters and out-of-home. There is a print component as well, starting with ads in People magazine. Retailers can access images from the campaign for their own use on the trade portal section of DiamondProducers.com at no cost.
I think it’s fair to say that the first two commercials for “Real is Rare” were met with mixed reviews in the industry. Some people loved them, some felt it too contrived (meaning it was trying too hard to be “cool” in an effort to appeal to a younger generation) or lacking appeal for middle America, while others were happy just to see commercials for diamonds on TV again.
As far as the new ads go, I have to be honest and say, in my opinion, they are a little “meh.”
I don’t want to step on the toes of my colleague Rob Bates, as I know he does a very well-received roundup of the best holiday jewelry commercials every year, but I do want to note a couple commercials
that, for me, evoke more emotion than the DPA spots.
First, I think Apple’s holiday commercial, called “Sway,” is incredibly romantic and touching, and does a nice job of marketing multiple products--Apple Music/iTunes, the iPhone and the company’s wireless earbuds.
Watch: Apple’s “Sway” Commercial
{youtube}1lGHZ5NMHRY{/youtube}
I might bump into a handsome gentleman on the street while listening to music on earbuds that also will not get tangled or caught on anything when I run? Sign me up for a pair, please.
As a cat lover, I also really enjoy the New York Lottery holiday commercial featuring the convenience store cat that drops down the shop owner’s chimney (with lottery tickets for him, of course). It’s not topping “Sweet Million: Sleepy Time” for me but, really, what could?
Watch: New York Lottery’s “Bodega Cat” Commercial
{youtube}7pyRpXmMeqY{/youtube}
“Bodega Cat” is sweet, cute, cozy and comforting; it screams holiday time. It also reminds me to buy lottery tickets for co-workers for the holidays while stoking the internal dilemma I’ve been wrestling with for years: I’d like to have a cat, but I can’t think of a good place in my apartment for the litter box.
As far as jewelry commercials go, my favorite among the ones I’ve seen is “Flying Blind” from Signet for Kay Jewelers, which is helping bring an end to my perpetual cringing over the retailer’s spot from a few years back featuring a grown woman who was scared of a thunderstorm. Just, no.
Watch: Signet Jewelers’ “Flying Blind”
{youtube}Lq08MrFQPQE{/youtube}
I like the music, the couple and the idea of having someone to go on adventures with, even if it’s just to Paris, Texas.
What commercials get a reaction out of you? And, what do you think of the newest commercials from the Diamond Producers Association?
Please leave your thoughts in the comments below or email me at michelle.graff@nationaljeweler.com.
First, I think Apple’s holiday commercial, called “Sway,” is incredibly romantic and touching, and does a nice job of marketing multiple products--Apple Music/iTunes, the iPhone and the company’s wireless earbuds.
Watch: Apple’s “Sway” Commercial
{youtube}1lGHZ5NMHRY{/youtube}
I might bump into a handsome gentleman on the street while listening to music on earbuds that also will not get tangled or caught on anything when I run? Sign me up for a pair, please.
As a cat lover, I also really enjoy the New York Lottery holiday commercial featuring the convenience store cat that drops down the shop owner’s chimney (with lottery tickets for him, of course). It’s not topping “Sweet Million: Sleepy Time” for me but, really, what could?
Watch: New York Lottery’s “Bodega Cat” Commercial
{youtube}7pyRpXmMeqY{/youtube}
“Bodega Cat” is sweet, cute, cozy and comforting; it screams holiday time. It also reminds me to buy lottery tickets for co-workers for the holidays while stoking the internal dilemma I’ve been wrestling with for years: I’d like to have a cat, but I can’t think of a good place in my apartment for the litter box.
As far as jewelry commercials go, my favorite among the ones I’ve seen is “Flying Blind” from Signet for Kay Jewelers, which is helping bring an end to my perpetual cringing over the retailer’s spot from a few years back featuring a grown woman who was scared of a thunderstorm. Just, no.
Watch: Signet Jewelers’ “Flying Blind”
{youtube}Lq08MrFQPQE{/youtube}
I like the music, the couple and the idea of having someone to go on adventures with, even if it’s just to Paris, Texas.
What commercials get a reaction out of you? And, what do you think of the newest commercials from the Diamond Producers Association?
Please leave your thoughts in the comments below or email me at michelle.graff@nationaljeweler.com.
More on Editors
The Latest
SourcingFeb 17, 2026
Colored Gemstone Experts Talk Tariffs, Trends in TucsonAlthough the market is robust, tariffs and precious metal prices are impacting the industry, Stuart Robertson and Brecken Branstrator said.
GradingFeb 17, 2026
Dr. George Rossman, Former GIA Governor, Dies at 81Rossman, who advised GIA for more than 50 years, is remembered for his passion and dedication to the field of gemology.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
