Sourcing

DPA’s New Ad Campaign Chronicles ‘The Diamond Journey’

SourcingOct 09, 2019

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.

20191009_DPA_Ad2.jpg
The advertising campaign’s assets include a 3-minute video and more than 100 supplementary visuals for social media sharing.

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
New York’s Grand Central Terminal and at JFK and LAX airports, including on select in-flight TVs.

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.
Lenore Fedowis the senior editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

The Latest

Adobe Stock image of skyline of Bangkok, Thailand
GradingJun 02, 2025
GSI Opens New Lab in Thailand

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Seaman Schepps pearl earrings
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June

Those born in June have a myriad of options for their birthstone jewelry.

Movado Connect 2.0 watches
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment

The company plans to raise the prices of select watches to offset the impact of tariffs.

DCA-student-cert-NJ1872x1052-2.png
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry Business

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

Zoë Chicco Bracelets
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable Environment

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Weekly QuizMay 30, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Renato Cipullo Hematite Blaze Necklace
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ Necklace

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

Stock image of shipping containers
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs Invalid

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

Article Image 1.png
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Britney Spears
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry Line

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Inoveo Platinum Grain image.jpg
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by Stuller

Sponsored by Stuller

Grizzly Mining Pilala emerald
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat Emerald

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemFind Logo
TechnologyMay 29, 2025
GemFind Launches AI Product Description Software

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

Graff Fontainebleau Las Vegas
MajorsMay 28, 2025
Graff Unveils New Las Vegas Flagship

The 3,300-square foot location is the jeweler's largest store in North America.

Kim Kardashian
CrimeMay 28, 2025
8 Convicted in Kim Kardashian Jewelry Heist Trial

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

New York Liberty 2024 WNBA Championship Ring
CollectionsMay 28, 2025
NY Liberty’s 2024 Championship Rings Honor Historic Win

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

Jewelers Board of Trade logo
MajorsMay 28, 2025
Andrew Rickard Named JBT President

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsMay 27, 2025
MJSA to Become Part of Jewelers of America

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

Al Capone Pocket Watch
AuctionsMay 27, 2025
Al Capone’s Patek Philippe Pocket Watch Back Up for Auction

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

Kat Florence Lumina
AuctionsMay 27, 2025
182-Carat Paraíba-Type Tourmaline Sells for $487K

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Mark Henry Gumdrop Bypass Ring
TrendsMay 27, 2025
Amanda’s Style File: Candy-Colored Gemstones

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

Stock image of police cars with their lights on
CrimeMay 23, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Bliss Lau Bright Ring
CollectionsMay 23, 2025
Piece of the Week: Bliss Lau’s ‘Bright’ Ring

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

GIA pearl report
GradingMay 23, 2025
GIA Updates Pearl Classification System

The lab has adjusted the scale it uses for nacre grading.

GCALbySarine Diamond Journey Certificate_1872x1052.jpg
Supplier BulletinMay 22, 2025
How to Put Natural Diamonds Back in the Spotlight

Sponsored by GCAL by Sarine

The late West Virginia jeweler David Ettinger
CrimeMay 22, 2025
NY Jeweler Sentenced in Shoving Death of Colleague at IJO Show

David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.

Watches of Switzerland store in Mall of America
FinancialsMay 22, 2025
Watches of Switzerland’s Full-Year U.S. Sales Climb 14%

The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.

Jorge Adeler, Wendy Adeler, Valentina Adeler
IndependentsMay 22, 2025
Adeler Jewelers Celebrates 50 Years

The family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.

×

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