Editors

7 Questions on Diamond Marketing, Demand

EditorsJun 17, 2016

7 Questions on Diamond Marketing, Demand

Stephen Lussier of De Beers and the Diamond Producers Association on the thought process behind “Real is Rare,” why income inequality worries him and more.

20160617_DPA-moodboard.jpg
A mood board containing insights gleaned from research the Diamond Producers Association and Mother New York collected while developing the new “Real is Rare” marketing campaign

Earlier this month at an event in Las Vegas, the Diamond Producers Association revealed the slogan that will be at the core of a new millennial- and U.S.-focused generic diamond advertising campaign: “Real is rare. Real is a diamond.”

The DPA developed the new slogan over the past several months, working alongside advertising agency Mother New York to survey a “representative sample” of Generation Y consumers in three U.S. cities: Boston, Chicago and Los Angeles. (The DPA is not releasing the exact number of millennials included in the research.)

After the shows, National Jeweler caught up with De Beers executive and DPA Chairman Stephen Lussier to talk more extensively about how the DPA arrived at “Real is Rare,” the U.S. presidential election, income inequality and how “A Diamond is Forever” fits in now.

National Jeweler: What about “Real is Rare. Real is a Diamond” do you think will connect with millennials?
Stephen Lussier: I think the two biggest insights from our research is one, this concept of what are relationships in this new era of a huge number of contacts?

This is a generation who, every day, have more interactions with more people than the generation before them would have even dreamed about. While they have a huge volume of contacts, they still sort of recognize that, ‘well, that’s not really enough.’ That, unlike [past] generations, they haven’t had the same depth of relationships. It’s a human need and they’re longing for it.

Part of the real core insight is, how do you recognize that feeling that they have and make sure your product is positioned for it? If you can attach your product to their basic need, it’s a very powerful place to be.

I think the other powerful insight that came from our study is that there is this desire for the authentic. It’s a word that they often used in the research. They used that language across lots of different categories [and] in the context of relationships. There’s a sort of this innate understanding amongst them that the diamond is the real deal. It’s one of those few products in life that stands the test of time and will be around forever.

The key is connecting those two things. If we can connect this innate feeling that they long for that relationship that is real and connect that with their desire to find some things in their world that are

authentic and are the real deal, then we’ve got a proposition that’s very powerful.

NJ: When the DPA was conducting its research, were there a lot of questions from millennials about “blood” diamonds or general ethical questions about the product?
SL: Not as much as perhaps one would have expected. Interestingly, the main issue they have with diamonds is more perceptual … that they are a product that the previous generations used in a ritualistic way.

NJ: And millennials are not into rituals?
SL: They create their own rituals but they’re not into rituals that are seen to be things that are just there because society requires them. They find a different way of doing it.

Take marriage. It’s not that they are anti-marriage in any way. While they’re delaying it, they delay it because they want to have a very clear sense of themselves before they get married. They’ve got too much experience at watching marriages that haven’t succeeded, and they don’t want to follow that same path. So they’re more cautious and careful but still very keen on it.

When they understand and think about the role the diamond can play in terms of symbolizing that real emotion, it’s very powerful. If they think of the diamond simply as something you have get because that’s what you get when you get married, it’s not so powerful.

NJ: When you Google “diamonds,” many articles come up that wage the “diamonds aren’t rare” argument. Was there any hesitation about the word “rare” being used in the DPA’s campaign, any concerns it would set off a whole new wave of “no, diamonds aren’t rare” arguments?
SL: No, it wasn’t an issue in any of our consumer research. People inherently understand that diamonds are a precious natural product and because they are natural, they are limited.

Interestingly, the rare concept emanated less from focusing on the diamond than focusing on the concept of relationships, consumers recognizing that in their life, in a sea of endless superficial contacts, that real relationship, that was rare and that was special, and that was something that was precious and needed to be celebrated.

I am very happy to take that on (the rare argument) if it did come up. I don’t think it’s where the consumer is at all. I think that they intuitively appreciate that--that diamonds are rare. They recognize that there are rare ones and there are less rare ones, particularly when it comes to size and quality. But I don’t think it’s an issue with the consumers today.


Stephen Lussier, far left, with Diamond Producers Association CEO Jean-Marc Lieberherr and former World Gold Council Executive Director David Lamb, who has been consulting with the DPA.

NJ: Does the current state of the politics in the United States give you anxiety about how the year’s going to play out here in terms of diamond sales?
SL: What we look at carefully in America is the macro-economic environment. While it’s … not the steadiest of recoveries, the fundamentals for the diamond-buying consumer groups are pretty good. There’s every reason why America should be able to continue to perform reasonably well.

In the end, if the election campaign has a negative effect on the macro-economy, that’s not going to help. On the other hand, we have seen historically that election years aren’t bad for diamond purchasing.

The key is to watch the GDP growth and consumer spending, and so far it’s held up well through the first half of the year. And there’s no particular reason that it shouldn’t continue.

NJ: You mentioned fundamentals for the diamond-buying consumer groups are pretty good. Do you worry at all about income equality, about losing those middle-tier diamond buyers?
SL: I do, yeah. If you look back in terms of the economic crisis, those are the groups that the industry lost. We did lose significant numbers of unit sales at the lower end of the market as those population groups were much harder hit. And it think that’s not good for the universality of diamonds, which has always been at the heart of De Beers’ marketing--that there’s a diamond for every income, they’re all beautiful and everyone should have the opportunity to experience that joy.

So (income inequality) does concern us.

NJ: Is there anything else you’d like to add about the DPA campaign?
SL: Only that I think that some of the coverage I’ve read is sort of saying, “A Diamond is Forever is being replaced,” and I’ve never really thought of it that way. I think that the key for us, the De Beers Group, is to use those different tools effectively. (“A Diamond is Forever” is the intellectual property of the De Beers Group and De Beers uses it for its diamond brand, Forevermark, and De Beers Diamond Jewellers, its chain of retail stores.)

We find that the one-two combination is a knockout blow for the consumer. There’s still this power to the concept of timelessness. One of the things that makes diamonds special is they have this ability to transcend time and generation and relationships.

The benefit of now having the opportunity of a second tool (“Real is Rare”) is it empowers the DPA to go forward with this other really important aspects of diamonds--the authenticity. The combination of timeless and authenticity is pretty powerful.

This is not the end of one, the beginning of another. This is the addition of another powerful thought.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

The Story of Everything Campaign, Toadstool Mushroom and Cosmic Egg
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry Sales

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The Jewelry Book
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry

“The Jewelry Book” comes out this September.

Weekly QuizJun 26, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Lori Tucker
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local Retailer

Lori Tucker started at Williams Jewelers when she was 18 years old.

“Marvel | Citizen Zenshin” watch for the new The Fantastic Four movie
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel
GradingJun 23, 2025
GIA Names New President and CEO

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Luanda Accord
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy