AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
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
Editors' Picks
Sponsored by
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
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
SurveysOct 28, 2026
Consumer Confidence Up in October as Gas Prices EaseConsumer confidence remains on the long-term downward trend that’s persisted over the past few years, said a Conference Board economist.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
