Editors

3 Thoughts About the New Campaign for Diamonds

EditorsOct 26, 2016

3 Thoughts About the New Campaign for Diamonds

Editor-in-Chief Michelle Graff gauges the online reaction and shares her initial impressions of “Real is Rare.”

20161007_DPA-commercial.jpg
The Diamond Producers Association’s “Real is Rare” campaign has launched with two commercials, “Runaways” and “Wild & Kind,” a screenshot of which is seen here.
The Diamond Producers Association recently introduced “Real is Rare,” the new marketing campaign designed to stoke millennials’ interest in diamonds.

Now, let me start this blog by saying that it’s way too early to pass any judgements on the success or failure of the campaign, which is only about three weeks old.

I believe the real tell for “Real is Rare” will be more long term. It won’t be gauged on the comments sections of social media sites but, rather, at the cash registers in jewelry stores in coming years.

And the Diamond Producers Association knows that; they don’t expect this campaign to move the needle on diamond jewelry demand overnight.

As DPA Chairman Stephen Lussier noted at the campaign’s launch party held earlier this month in New York, “We’re not setting out to transform Christmas this year, or even perhaps Christmas next (year), although I’d like to think we’d have a positive impact.

“Our real mission here is the long-term foundation of making sure that these consumers now, these millennials ... that they have this belief in the diamond dream.”

That being said, here are a few thoughts in the immediate wake of the launch of “Real is Rare” with some insights from the DPA’s Chief Marketing Officer Deborah Marquardt, who took time to chat with me on the phone on Monday.

1. The negative comments aren’t anything new. On social media, they mostly are along the lines of diamonds aren’t really rare, the whole diamond engagement ring thing is a scam perpetrated by De Beers to sell more diamonds (as if De Beers is the only company in the world to ever successfully market its product), they’re all “blood diamonds,” etc.

I actually asked Lussier about the whole “rare” approach when I interviewed him in June after the DPA debuted the “Real is Rare” tagline in Las Vegas; was there any hesitation on the DPA’s part about the word “rare” being used? 

Lussier told me then that the “diamonds aren’t rare” argument didn’t come up when consumers were interviewed during the campaign’s development, though he did allow that consumers “recognize that there are rare ones (meaning diamonds) and there are less rare ones, particularly when it comes to size and quality.”

Overall, though, Lussier said he doesn’t see the use of the word “rare” being an issue. He also pointed out that in the campaign, “rare” references the rarity of real connections in today’s digital world, not the diamonds themselves.
On YouTube, the DPA has posted the commercials but said it has had to disable comments for both because people were posting “really hateful comments” that had nothing to do with the campaign, Marquardt said.

I, personally, would have opted to simply weed out the negative remarks rather than disable comments entirely, given the fact that not being able to comment definitely won’t go unnoticed by the members of the generation at whom this campaign is aimed. (And, in fact, it hasn’t; check out the comments section of this AdWeek story.)

When I asked Marquardt about it, she said the DPA sees YouTube primarily as a platform for video viewing while Twitter, Instagram and Facebook are the platforms where they really want the dialogue to happen.

And it is happening, as there are both positive and negative remarks about the campaign on social media.

“We would love it, of course, if everybody loved everything, but I think what’s most important is if people are talking, then we are breaking through,” she said.

For anybody who wants to check it out the campaign’s content and comments, “Real is Rare” can be found on Facebook, Twitter and Instagram by searching @RealisaDiamond while the hashtag for the campaign is #RealisRare.

(The DPA went with @RealisaDiamond over @RealisRare because @RealisaDiamond was available across all platforms.)

2. Is it too unconventional? There’s a lot of “wild” going on in both commercials but, interestingly enough, there aren’t any traditional engagement rings.

In “Runaways” the couple runs off together after their first date, first to his apartment, then to Thailand, then to a third floor walk-up (Where? Should we guess Brooklyn? And, on that note, does anybody in any type of advertising today not look like they live in Brooklyn? ) before finally settling in a remote locale where chickens run free.

Meanwhile, in “Wild & Kind” the couple is committed to a life together but is unsure if they’ll ever formally tie the knot.

One Midwest retailer seems to think it might be a bit too much wild for his customers, writing in the comments section of our last story on the campaign that the DPA, “might be missing out on regional opportunities to create ads for those ‘traditional’ Gen-Xers who might still believe in carrying on the old ways.”

“We out here in the fly-over states still have the same problem,” with diamond sales, he wrote. “They are not being told to buy bigger diamonds or on more occasions. We need their (the DPA’s) support too.”

You can read the retailer’s entire comment on “Real is Rare” here.

One of the 20-something, New York City-based editors here said the same when I asked for her feedback.

While for the most part she likes the direction of the campaign, she did note that it “kind of feels like they are trying a little too hard to be ‘alternative’ and non-traditional.”

“I wonder if they might be missing out by not doing any commercials yet that are more traditional, just helping build the value of a diamond and keeping it as the symbol for marriage and the idea of ‘forever’ in that sense?” she asked.

I asked Marquardt about this when we talked on Monday and she hinted that some more traditional ads were coming down the pike, with “successive waves of communication” set to roll out throughout the end of the year and into 2017.

It was a “conscious decision” by the DPA to launch with the campaign with ads that were more non-traditional, she said, “but it is in no way to say that engagement and marriage and traditional commitment aren’t going to be addressed in the campaign.”

In talking with Marquardt about the less-traditional nature of these first few ads, I also got an answer to my next question, which was …

3. Is there going to be a commercial that includes a same-sex couple? When the DPA screened the ads for members of the industry and press in New York, they told the audience there were going to be two ads.

So I--along with a few of the people seated near me--figured we’d see one ad with a man-woman pair and another with a gay or lesbian couple. I was a bit surprised when both commercials featured a man and a woman together.

While Marquardt can’t share many specifics about what’s next, she did note that “we have a 360 campaign that celebrates many types of relationships and is reflective of our society today.”

Some might think we are living in times that are overly political correct, but I think it’s just what is right. If we are in the business of celebrating love, then all types of love need to be represented.

What do you think of what you’ve seen of “Real is Rare” so far? Have your customers said anything about it? Leave your comments below or email me at michelle.graff@nationaljeweler.com.

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Weekly QuizApr 18, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

Jewelers of America logo
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from Members

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.

Technology Therapy Group logo
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry Retailers

The online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.

Catbird Chicago
IndependentsApr 16, 2025
Catbird Expands to Chicago

The opening marks the jewelry retailer’s first location in the Midwest.

Foundrae United in Love Campaign
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through Love

The “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.

Robert and Rose-Marie Goodman outside Robert Goodman Jewelers
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-Up

Robert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.

×

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