MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
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
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
Weekly QuizDec 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
IndependentsDec 04, 2025
Step Inside JR Dunn Jewelers’ Giant New Store The Florida independent expanded its store from 8,000 to 14,000 square feet, fulfilling the vision of its late co-founder, Jim Dunn.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
Policies & IssuesDec 03, 2025
Costco Joins Growing Wave of Retailers Suing for Tariff Refunds The retailer, which sells billions in fine jewelry and watches, is suing the Trump administration and U.S. Customs and Border Patrol.
SurveysDec 03, 2025
A Record 202.9M Shoppers Turned Out Thanksgiving WeekendBlack Friday is still the most popular shopping day over the five-day holiday weekend, as per the National Retail Federation’s survey.
AuctionsDec 03, 2025
Fabergé’s 'The Winter Egg' Achieves Record $30MThe historic egg, crafted for Russia's ruling family prior to the revolution, was the star of Christie’s recent auction of works by Fabergé.
FinancialsDec 02, 2025
Signet Jewelers’ Q3 Sales Up Amid Continued Focus on Lower Price PointsThe retailer offered more fashion jewelry priced under $1,000, including lab-grown diamond and men’s jewelry.
CollectionsDec 02, 2025
Briony Raymond Introduces First FragranceThe eau de parfum is held in a fluted glass bottle that mirrors the decor of the brand’s atelier, and its cap is a nod to its “Sloan” ring.
SourcingDec 02, 2025
Petra Diamonds Elevates Interim CEOs to Permanent StatusVivek Gadodia and Juan Kemp, who’ve been serving as interim co-CEOs since February, will continue to lead the diamond mining company.
MajorsDec 02, 2025
Lee Krombholz Takes Over as Chair of MJSA Education FoundationIn addition, a slate of new officers and trustees were appointed to the board.
IndependentsDec 02, 2025
RJO Welcomes Its 1,200th Retail MemberWitt’s Jewelry in Wayne, Nebraska, is the organization’s new milestone member.
SourcingDec 02, 2025
Brendan Laurs Honored With 2025 Bonanno AwardLaurs is the editor-in-chief of Gem-A’s The Journal of Gemmology and an expert on the formation of colored gemstone deposits.
CrimeDec 01, 2025
Fourth Man Charged in Louvre Jewelry HeistThe man, who has a criminal history, is suspected of being the fourth member of the four-man crew that carried out the heist.
AuctionsDec 01, 2025
Christie’s Presents ‘Splendor & Style’ CollectionThe single-owner collection includes one of the largest offerings of Verdura jewels ever to appear at auction, said Christie’s.
IndependentsDec 01, 2025
Lustig Jewelers’ New Owner Is a Fellow Chicago JewelerMichael Helfer has taken the reins, bringing together two historic Chicago jewelry names.
