The Diamond Producers Association (DPA) launched the third wave of the Real is Rare, Real is a Diamond campaign with the ‘For Me, From Me’ campaign inspired by women self-purchasers, the natural diamond industry’s strongest growth engine. The DPA said that the self-purchase category today represents one-third of all diamond jewellery sales in the US, a $43 billion diamond market that grew 4% in 2017, according to De Beers Group data.
The campaign videos debuted during television channel E!’s highly rated Oscar coverage on February 24th. The activation included 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: https://realisadiamond.com/for-me-from-me-buy-jewelryfor-yourself/
“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.
The mix of assets including video, stills and in-store collateral will run through Fall 2019 across TV, digital, print and out of home. DPA plans to onboard leading retailers into the programme during the enrolment period, which runs through June.