EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
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.
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.
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.
More on Sourcing
The Latest
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and ResinThe “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.
TrendsOct 30, 2025
Amanda’s Style File: A Haunted HalloweenShow off your spooky side with these 12 festive jewels.
