Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
DPA’s New Ad Campaign Chronicles ‘The Diamond Journey’
It follows a diamond along its 3-billion-year journey, from its rough form in the caves of ancient India to modern times.

New York—The Diamond Producers Association released its latest campaign, following the journey of a natural diamond over 3 billion years.
Its new campaign, titled “The Diamond Journey,” is part of its “Real is Rare, Real is a Diamond” platform, the organization’s effort to promote natural diamonds.
The highlight of the campaign is a three-minute video, directed by Ian Pons Jewell, chronicling the story of the diamond from its geological formation to the finished product, a 2-carat cushion-cut diamond engagement ring set in yellow gold.
The stone’s story begins in the caves of ancient India—where it is found in its rough form— traveling along the Silk Road, making its way through Austria and, finally, to modern times.
Several couples from various times and places throughout history are featured in the video, all connected by the classic diamond engagement ring.
WATCH: “The Diamond Journey” Ad from DPA
“’The Diamond Journey’ tells the timeless and epic story of natural diamonds in a new and modern way,” said DPA CEO Jean-Marc Lieberherr in a press release.
Lieberherr added their research found most consumers don’t know diamonds may be “the oldest thing they will ever touch or own.”
The DPA will drive that point home with its tagline “3 Billion Years in the Making” across all assets and will also use “Before there was life, there were diamonds” in some instances.
The video is available on the “Real is Rare, Real is a Diamond” website, alongside details about the historical and symbolic references featured throughout the campaign.
“The Diamond Journey” is the third major campaign under “Real is Rare” in the U.S. but the fourth DPA campaign, including its “For Me, From Me,” campaign, which focused on women who buy jewelry for themselves.
Additional campaign assets include 60-, 30- and 15-second videos, a series of portrait and landscape still visuals and more than 100 supplementary visuals for social media, including 6- and 10-second videos.
The social media aspect of the campaign will focus on Instagram, Facebook and YouTube.
The target demographic is 21- to 39-year-olds, with ads launching digitally on Oct. 15 with Conde Nast, The New York Times and Sports Illustrated, as well as ads with select print partners.
TV ads will also launch in October, featured during live NFL games on ESPN, holiday movie sponsorships on Hallmark and on NBC via The Today Show and NBC Primetime digital streaming properties.
The campaign will grab the attention of holiday travelers via placements in
The DPA will also partner with select cinemas to show ads during peak movie season.
Retailers can access customizable and shareable campaign assets—including print, digital and social media content—via the DPA’s website.
The Latest

The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.

Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

The Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.


From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.

NYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.

A new court filing details the locations of the stores that will close, as well as the 830 that will remain open.

The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”

Sapphire’s variety of colors make it the perfect birthstone for September.

The retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.

Niccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.

The three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.

The collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.

The highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.

CEO Efraim Grinberg noted a resurgence in the fashion watch market.

The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.

Sponsored by Clientbook

It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.

President Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.

Former Free People buyer Afton Robertson-Kanne recently joined the retailer.

The jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.

The singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.

Dubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.