The Diamond Producers Association (DPA) has launched the latest campaign in its ‘Real is Rare’ series. Built around the concept of ‘For Me, From Me’ the campaign celebrates self-purchase by women at all stages of life.  

The “third wave” of the Real is Rare, Real is a Diamond campaign, ‘For Me, From Me’, is inspired by “the natural diamond industry’s strongest growth engine”, the women’s self-purchase segment. DPA said this represents one-third of all diamond jewellery sales in the US today, and is an estimated US$ 43 billion diamond market that grew by 4% in 2017, according to De Beers Group data.

“The campaign videos will debut during E!’s highly rated Oscar coverage on February 24th,” DPA announced yesterday. “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.”

 “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.”

Kayel added: “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.”

Sharing some of the reactions of women, DPA revealed that one millennial woman in the focus groups stated, “I just feel more confident when I wear diamonds I bought for myself. I’m more confident. I stand up a little straighter.”

Added another: “To me, diamonds are a beautiful piece of artwork.” While, a third woman said, “If you buy a diamond for yourself, you get more of a sense of pride wearing it than if it’s a gift.”

This campaign was created with the needs of the retail community in mind. ‘For Me, From Me’ communicates a simple message, and retailers play a critical role in making it mainstream, opined  Kayel.

“The fully integrated mix of assets including video, stills and in-store collateral will run through Fall 2019 across TV, digital, print and out of home,” DPA said. “An expanded assortment of customizable in-store materials including tagged video, print and digital creative, visual merchandising support and POS materials give retailers the tools to amplify the campaign and further leverage the national marketing investment.”

 DPA has plans to take on board leading retailers into the programme during the enrollment period, which runs through June, at which point, the paid media campaign will be running on all platforms. “Retailer assets will be available for order starting the second week of March by visiting shop.diamondproducers.com,” the body said. “DPA will also distribute related social media content via their trade portal and “Shareable Content” emails this week. In-store material will be supplemented by a self-purchase module on the DPA’s e-learning platform and sales trainings by Performance Concepts.”