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Jade Trau, Hearts On Fire, Lauren Addison, Sethi Couture and Sara Weinstock, whose diamond hoops are pictured here, provided the jewelry seen in “For Me, From Me,” the new DPA campaign intended to appeal to women who buy jewelry for themselves.
New York—The Diamond Producers Association, the group formed in large part to maintain consumer interest in buying mined diamonds, unveiled the latest round of “Real is Rare” ads last week.

Called “For Me, From Me,” the campaign is directed at the growing number of women who buy jewelry for themselves.

According to De Beers’ 2017 Diamond Insight Report, women buying diamond jewelry for themselves has risen steadily since 2005 and now represents more than one-third of all diamond jewelry purchases in the United States.

There are a number of interrelated factors driving the trend, including women’s increasing economic power; the growing number of women who are not in relationships; and the desire of both married and single women to celebrate personal and professional milestones outside of marriage and the birth of children.

The “For Me, From Me” TV commercial premiered Sunday night on Bravo and E!, which was airing live red carpet coverage as celebrities arrived for the Oscars.

There are four 16-second “For Me, From Me” spots—Café, Window Shopping, Market and On the Road—and one longer commercial that includes snippets from all four, which was what aired Sunday.

WATCH: The 31-Second Version of the “For Me, From Me” Commercial

The commercials, all of which can be viewed on the “Real Is a Diamond” YouTube channel, feature women of various ages catching a glimpse of themselves in a mirror and admiring their diamond jewelry, which they presumably bought for themselves.

The DPA will run “For Me, From Me” on TV, social, digital and out-of-home through the fall.

For retailers, DPA has customizable in-store materials including tagged video, print and digital creative, visual merchandising support and point-of-sale materials. DPA trade lead Grant Mobley said the assets are free to use and retailers can begin ordering them the second week of March on Shop.DiamondProducers.com.

20190227 Jade Trau DPAAnother piece featured in “For Me, From Me” is this diamond necklace by designer Jade Trau. It is worn in “Window Shopping,” paired with diamond studs by Sara Weinstock.

Retailers can sign up to be part of “For Me, From Me” until June, at which point the paid media campaign will be up and running on all platforms.

More information about the campaign is available online.

“For Me, From Me” is the third wave of the “Real is Rare, Real is a Diamond Campaign” introduced by the DPA in fall 2016.

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