IndependentsMay 01, 2024
Harwell Godfrey Opens First StoreIt is located in Marin County, California.
SourcingFeb 27, 2019
New Ad Campaign Targets Women Who Buy Their Own Jewelry
It’s from the Diamond Producers Association and is called “For Me, From Me.”
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.
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.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
SurveysMay 01, 2024
Consumer Confidence Falls in AprilConcerns about rising prices, politics, and global conflicts continue to dampen consumer outlook.
TrendsMay 01, 2024
Amanda’s Style File: All Eyes on EmeraldsMay’s birthstone is beloved for its rich green hue and its versatility.
Brought to you by
Rio’s Reimagined Podcast: For the Love of JewelersMeet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
CrimeMay 01, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
Weekly QuizApr 26, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
CollectionsApr 30, 2024
12 Otherworldly Pieces From Tiffany & Co.’s 2024 Blue BookThe “Tiffany Céleste” collection reimagines designer Jean Schlumberger’s interpretations of the universe.
MajorsApr 30, 2024
Zales Celebrates 100 Years With New CampaignThe brand also created a 100-carat lab-grown diamond necklace in honor of its centennial.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
MajorsApr 30, 2024
Platinum Guild International Appoints New CEOTim Schlick has been promoted from his previous position as COO.
Events & AwardsApr 30, 2024
Canadian Jewellers Association Brings Back the Summit It’s the second year for the event, slated to take place in October in Toronto.
Recorded WebinarsApr 29, 2024
Watch: Diamond Identification and Evaluation - How to Protect your BusinessSupplier Spotlight Sponsored by GIA
CollectionsApr 29, 2024
Simone I. Smith Mixes Denim and Diamonds in New Collection“SIS x MISA Denim and Diamonds” is a collaboration between the designer and celebrity stylist Misa Hylton.
IndependentsApr 29, 2024
Venus Jewelers Relocating After 45 YearsThe retailer is moving to a newly designed space in the same shopping center.
SurveysApr 29, 2024
Mother’s Day Jewelry Spending to Reach $7B, Says NRFGifts that are unique and thoughtful are top of mind this year, according to the annual survey.
CollectionsApr 26, 2024
Piece of the Week: Jacquie Aiche’s Starry Galaxy NecklaceThe necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
Events & AwardsApr 26, 2024
AGS Conclave and GIA Symposium Are ConvergingThe two organizations will host a joint event, “Converge,” in September 2025.
SourcingApr 26, 2024
Anglo American Reportedly Shopping De Beers as BHP Eyes Anglo Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
Events & AwardsApr 25, 2024
Alexis Padis Takes Over as AGS Board President Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
EditorsApr 25, 2024
5 Tips for Creating Fans from the Top (Savannah) Banana Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
WatchesApr 25, 2024
Audemars Piguet and John Mayer Partner on Limited Edition WatchThe Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
SourcingApr 25, 2024
De Beers Lowers Production Guidance for 2024The announcement came as the company reported a 23 percent drop in production in Q1.
MajorsApr 25, 2024
Detroit Lions’ QB Jared Goff Keeps Going to JaredThe three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
CrimeApr 24, 2024
Jewelry Crime Declines Significantly, But Dollar Losses Remain High 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.
CollectionsApr 24, 2024
Pippa Small Announces ‘Venus’ CollectionInspired by the Roman goddess of love, the designer looked to the sea for her new collection.
FinancialsApr 24, 2024
Kering’s Jewelry Brands a Bright Spot in Tough Q1The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
Events & AwardsApr 24, 2024
JCK Industry Fund Announces 2024 Grant RecipientsThe selected nine organizations have outlined their plans for the funds.
SourcingApr 24, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
