It was a long promised date and the Diamond Producers Association (DPA) has kept to their word.

The DPA team, led by CEO Jean-Marc Lieberherr Diamond Producers Association,  yesterday unveiled the new marketing platform at  a special presentation to members of the gems and jewellry industry at the JCK, Las Vegas show.   The presentation on the first category marketing campaign in over five years and the very first from the DPA,  was something the diamond industry has been eagerly looking forward to for some time.

It was six months in the making and involved much in-depth research amongst the target group – the millenials.  The outcome? The new platform “Real is Rare”.

“The platform emerges from deep insight work with the millennial audience revealing that while diamonds do have appeal for this generation, relevance and emotional engagement can be heightened via new concepts,” stated a press note from the DPA summarising the thinking behind the slogan. “Our research reveals that Millennials long for real, lasting connections with others, but struggle to make them – or to feel sure they are truly authentic – in a world of constant flux, seemingly limitless choice, and superficial interactions. The idea that diamonds have the gravitas and power to celebrate and mark an authentic connection resonates deeply with them. For many millennials, diamonds have come to represent traditional rituals or “bling” and status signifiers. The opportunity exists for diamonds to represent the rare, precious and real connections that millennials crave. “Real is Rare” redefines diamonds for the 21st century, giving them new meaning as a symbol to celebrate the real connections we choose to make.”

For the DPA, it was important to establish a real connect with present and future generations  of consumers. The organisation feels that sustained investment in the development of the “Real is Rare. Real is a Diamond.” campaign will not only establish the connection but also sustain the interest of millennials for years to come.

Currently, the media plan is being finalised  and is expected to focus on digital and social media channels “that are targeted to our audience and will reach them where they are already consuming media”, the DPA said. The  campaign  is expected to  go live in September 2016. 

Stephen Lussier, Chairman of the DPA, said, “This is an important milestone for the diamond industry. The DPA members coming together to launch this campaign will create a new cultural movement around diamonds that we are confident will benefit the entire industry.”

Lieberherr said, “We are excited to present our new category marketing platform which will resonate with millennials but will also inject new energy into the diamond category universally. We look forward to finalizing and launching the campaign in the fall and continuing to develop this platform for 2017 and beyond.”