A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
What the New Campaign Promoting Diamonds Looks Like
The Diamond Producers Association has unveiled the first two commercials for “Real is Rare,” the campaign designed to fuel millennial interest in diamonds.
New York--The Diamond Producers Association has unveiled the first two commercials in “Real is Rare,” its new campaign designed to fuel millennial interest in diamonds in the face of slipping sales.
Screened before an industry crowd Wednesday night in New York, the spots were a definite departure from traditional jewelry advertising.
There were no on-bended-knee proposals, no promises of forever and, in fact, not even any traditional engagement rings.
What there was, though, was a message intended to resonate with a new generation of consumers who, as the research that went into the campaign asserts, like diamonds but relate less to established rituals, like the tradition of giving a diamond ring upon getting engaged.
Or, for that matter, even getting married; as the stigma of co-habitation has faded, many young people today are delaying marriage--the average marriage age in the U.S. is now around 25 for women and 28 for men--or skipping it entirely.
DPA CEO Jean-Marc Lieberherr, along with Stephen Lussier and Paul Malmstrom, creative director of Mother New York, the agency that put together the campaign, spoke prior to the screening of the spots Wednesday night.
But perhaps the most powerful statements came after, from the last speaker of the evening, Helzberg Diamonds Chairwoman and CEO Beryl Raff.
Her message was, as the millennials would say, on fleek.
“The most important thing that happened tonight is--it happened. This industry needs this so badly,” she said. “The tailwind that we’ve all experienced in our retail businesses from all of the ‘Diamond is Forever’ days, it’s long gone. It’s long, long gone. And nobody is out there telling this younger generation that they need a diamond, that they want a diamond, and what a diamond means.”
{youtube}g_whjfNkvGw{/youtube}
Real is Rare began rolling out across digital platforms Wednesday night. The videos are on YouTube, there’s a fledgling Facebook page that uses the handle Real is a Diamond, and a promoted tweet was spotted on Twitter.
Deborah Marquardt, the DPA’s new chief marketing officer, said following the digital rollout will be waves of public relations, social media, native media and digital radio promotions, on platforms including fashion and lifestyle website Refinery29, magazines Glamour and Vogue, streaming service Hulu and Pandora radio.
“There will be a surround sound of messages that continue to pulse out as we take our campaign through Q4,” she said.
The Latest
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The selected nine organizations have outlined their plans for the funds.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show
The Patek Philippe expert will serve as personal curator for the brand-focused company.
The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
NDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
LVMH said the company performed well despite an uncertain geopolitical and economic environment.
B&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
It’s ultra-feminine and filled with gold, pearls, and soft pastels.