The Diamond Producers Association (DPA) announced today the third wave of the Real is Rare, Real is a Diamond campaign. Entitled ‘For Me, From Me’, the campaign is inspired by the natural diamond industry’s strongest growth engine, women self-purchase, which today represents one-third of all diamond jewelry sales in the US, a $43 billion diamond market that grew +4% in 2017, according to De Beers Group data.
The campaign videos will debut during E!’s highly rated Oscar coverage on February 24th. The activation will include innovative picture-in-picture units on-air before traditional commercial breaks as well as photo gallery takeovers on Instagram and EOnline.com. The full suite of videos can be viewed here.
For Me, From Me “communicates a simple message, and retailers play a critical role in making it mainstream”
“Previous Real is Rare, Real is a Diamond campaigns established diamonds as the ultimate symbol of realness and authenticity in love and in life,” said Kristina Buckley Kayel, Managing Director of North America for the DPA. “Our latest campaign celebrates the distinct pride and joy women feel in purchasing a diamond for themselves, a celebration of self that is beautifully embodied by the enduring qualities of a natural diamond. It’s timely for the diamond industry to acknowledge the different needs and mindset of the female self-purchaser and position itself to optimally service her.”
“DPA’s qualitative research conducted in 2018 helped uncover why women consider natural diamonds the ultimate self-luxury: they can be worn every day with any outfit, they last a lifetime and can be passed down, and they are a good investment because they retain their value,” noted Kayel.
One millennial woman in the focus groups stated, “I just feel more confident when I wear diamonds I bought...