Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
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
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
