CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a ZooThe pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.
MajorsJun 07, 2017
Budget for Marketing Diamonds Upped to $57M
The Diamond Producers Association will have a lot more money to promote diamonds to millennials in Q4, the bulk of which will be spent in the U.S.
The DPA’s new print ads contrast the age of mined diamonds--more than 2 billion years old--with the length of human relationships. The ad pictured here reads: “Anke & Guanchen have been together since last summer. Her diamonds are more than two billion years old.”
Las Vegas--This week in Las Vegas, the Diamond Producers Association confirmed what was first reported back in January--the mining companies will be putting more money into the association in order to promote diamonds.
The DPA, which started with a total annual budget of about $6 million, announced this week in Las Vegas that it has a full-year marketing budget of $57 million for 2017, $50 million of which will be spent in the United States. The remaining money will go toward expanding the “Real is Rare” campaign into India and China.
While the new commercials for the fourth quarter have not been shot yet, the DPA did unveil its Q4 print ads--which will run in magazines and across digital and out-of-home--during the annual Plumb Club breakfast, which took place Tuesday at Mandalay Bay.
At the breakfast, DPA Chief Marketing Officer Deborah Marquardt presented data that dispels the idea that millennials don’t like or buy diamonds.
She said that there are 80 million millennials in the United States, making them the largest generation in the country today. They account for 27 percent of the total population but make up 41 percent of diamond sales volume, and, like they do with so many other aspects of their lives, they share the stones on social media.
“Millennials have made diamonds social media stars,” she told the audience. “Diamonds are at the center of social conversation, all day, every day.”
Marquardt said the problem isn’t that millennials are disinterested in diamonds; it’s that the industry hasn’t “cracked the code” on how to effectively relay the story behind them, which has been the premise of the DPA’s marketing efforts since the association was founded--to find a way to get the next generation interested in diamonds.
The first of the new ads from the DPA is slated to run in the July issue of “People” magazine.
Developed by Mother New York--the same agency that conceived “Real is Rare” with the DPA--the five single-page print ads were shot in New York City in March.
They focus primarily on diamond jewelry for engagements and marriages with jewelry from the likes of Gillian Conroy, Danhov, Greenwich Street Jewelers, Beverly K., Leo Schachter and Pluczenik featuring Forevermark.
Jewelers will be able to use the ads in-store and in local media. Usage guidelines will be available for download on the DPA’s trade portal beginning in July.
Editors' Picks
Sponsored by
More on Majors
The Latest
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C. Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.
Policies & IssuesApr 02, 2025
Jewelers of America to Hold Webinar on TariffsThe virtual event will take place April 7 at 3 p.m.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Events & AwardsApr 02, 2025
Punchmark to Host Client WorkshopThe educational event will take place in Charlotte, North Carolina, this May.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
