October 20, 2016

A new national diamond-category ad campaign, "Real is Rare. Real is a Diamond.," launched in early October targeted to millennial shoppers, and Jewelers of America Members have the opportunity to be among the first to get started incorporating the campaign into your sales presentations and online and social media marketing. Here's how.

"Real is Rare" was developed by the Diamond Producers Association (DPA), an organization created in 2015 by seven of the world’s largest mining companies including Alrosa, De Beers and Rio Tinto. DPA performed a six-month research program into millennial relationships and aspirations in the U.S. The results inspired the campaign's message: In a fast-paced, digital-focused world, authentic emotion and real connection are rare – and what better way to express your commitment than with a diamond that is as precious and unique as your relationship?

This marketing campaign is primed to make a splash for diamond jewelry in time for holiday shopping, with 500 million media impressions by the end of November. The video ads and native content will run October and November on cable and digital channels, social media and websites popular with millennials (Bravo, E!, Hulu, Youtube, Facebook, Instagram, Pandora, Refinery29.com and Bustle.com).The campaign is relevant to everyone but is targeted to the 80 million millennial shoppers (ages 18-34) living in the U.S., who have been less exposed to diamond advertising than previous generations and need to be reminded of the emotional reasons to buy a diamond.

Jewelers of America Retail Members receive an added marketing advantage of having the "Real is Rare" consumer website, RealisADiamond.com, link directly to Jewelers of America's "Find a JA Jeweler" directory of JA Member jewelry stores nationwide.

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