Emmanuel Raheb outlines six ways retailers can make brand relationships smoother and more beneficial for both parties.
Diamond Marketing Takes the ‘Rare’ Route
The Diamond Producers Association has revealed the slogan for generic diamond advertising going forward: “Real is rare. Real is a diamond.”
Las Vegas--At an event held Friday morning in Las Vegas, the Diamond Producers Association unveiled the line that will be at the core of a new millennial-focused generic marketing campaign for diamonds.
It is: “Real is rare. Real is a diamond.”
In introducing the new campaign, DPA CEO Jean-Marc Lieberherr said the success of the diamond industry has been built on “A Diamond is Forever,” the highly effective marketing slogan developed by De Beers in 1947, and the value of that line won’t disappear. (And, in fact, it still is in use by De Beers for its diamond brand, Forevermark.)
However, the DPA, “saw the opportunity to develop a new great idea, a new great idea that’s crafted for younger generations, that’s crafted by them and for them and which will reactualize the diamond dream in their mind,” he said.
The U.S.-focused campaign will begin rolling out this September, with an emphasis on television, premium digital media and video-on-demand advertising.
The DPA, the organization formed by the world’s biggest diamond miners, is not disclosing how much it will spend to start, though when the organization was formed its budget was said to be about $6 million a year.
In creating Real Is Rare, The DPA worked with creative agency Mother New York to translate four insights gained by interviewing millennial-aged consumers about diamonds into a marketing strategy.
According to David Lamb, the former managing director of the World Gold Council who is working with the DPA, those insights included the fact that millennials are searching for real connections in this digital age.
They live in a world where they are “up to [their] eyes in Facebook but still searching for something face-to-face,” he said.
“As Mother said when they first presented the thought to us, I think that line puts a stake in the ground for this industry. It says not just that you understand the lives of the people you want to target, but that you are offering them a product, a set of satisfactions with a purpose,” he said.
During his presentation in Vegas, Lamb showed a minute-long video, which he noted was not a finished piece of communication, that ended with Real is Rare line.
The video, which was met with a round of applause at the DPA’s presentation, is currently not available for publication. The DPA has not yet released any other creative from the campaign.
The Latest
The Black in Jewelry Coalition will showcase four designers at JCK Las Vegas and JCK Luxury.
Appointments can be made ahead of time for access to exclusive events.
As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
Color, storytelling, and the use of nonconventional materials are the signatures of today’s most innovative and influential designers.
A tie necklace from Van Cleef & Arpels and a pinkish purple diamond are highlights of the upcoming New York jewelry auction.
Inoveo Platinum will be distributed exclusively by Stuller in the U.S.
GIA®’s most advanced microscope has new features to optimize greater precision and comfort.
He is stepping down in August after eight years as CEO.
As prices of “The Big Three” skyrocket, supply dwindles, and focus on sustainability grows, an age of open-mindedness is dawning.
The fancy intense pink “The Eden Rose” is estimated to sell for up to $12 million at the New York “Magnificent Jewels” sale next month.
The “Pandora Essence” collection brings a contemporary and sculptural feel to staples like gold hoops and pearl necklaces.
The limited-seating learning event precedes its second annual trade show, which starts Aug. 11.
From lighter color palettes to the integration of AR, experts offer inspiration for jewelers in need of an aesthetic refresh.
Sotheby’s will auction jewelry belonging to the “Diamonds Are Forever” singer in Paris this October.
Sherry Smith shares tips for fostering successful vendor-retailer partnerships, from marketing investment to fast-seller replenishment.
Herold has been with the organization for 22 years and will continue in her current role of conference director.
“Fancy Studs” will feature revamped branding and a new lab-grown diamond fine jewelry collection.
Nivoda and Liquid Diamonds both have big plans for the new capital.
The 2024-2025 edition features new colors and styles, as well as storytelling elements.
From moringa to ecotourism in the Okavango Delta, the country and its leaders are exploring how Botswana can diversify its economy.
The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
The announcement coincided with its full-year results, with growth driven by its jewelry brands.
Looking ahead, the retailer said it sees “enormous potential” in Roberto Coin’s ability to boost its branded jewelry business.
Jewelry trade show veterans share strategies for engaging buyers, managing your time effectively, and packing the right shoes.
This little guy’s name is Ricky and he just sold for more than $200,000 at Sotheby’s Geneva jewelry auction.
Though its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.