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A “Real is Rare” Reaction

Thoughts on the DPA's contemporary diamond campaign

The Diamond Producers Association, or DPA, represents a union of the world’s leading diamond distributors. “Our mission is to protect and promote the integrity and reputation of diamonds – and to celebrate them – in all shapes, colors, and sizes,” says the DPA. Their newest campaign, titled Real is Rare. Real is a Diamond. features contemporary themes in a push to modernize its diamond marketing and target millennial buyers.

A few of us in the diamond department contrasted our differing generational viewpoints of the new advertising campaign—


Baby Boomer

Stanley Zale – Vice President, Diamonds & Gemstones

“The new ads by the Diamond Producers Association are, to me, complimentary to what the Diamond Promotion Service has done in the past. The difference is what we as a society have become accustomed to seeing in advertising. The new ads feature a here-and-now moment, without a focus on what might or will be. That’s not the point. So regardless of whether or not the couples are on the life journey together, a diamond remains the perfect symbol to celebrate their time together.

The ad that I feel best captured the spirit of the old A Diamond is Forever campaign is the Stand By Me commercial, of the older couple and the younger couple, passing by one another in the park. Two couples on the same journey, just at different stages along the way. This nostalgic ad is quite different than the two in the Real is Rare campaign, shown above.

There’s a lot of conversation about how the jewelry industry can connect with millennials and keep the diamond dream alive. The view from this Baby Boomer is that millennials are really no different than we were. We were as determined to do things our way, different from our parents, as the generations that preceded us, and those that will follow us. The secret is to remain young at heart.  Gee, I wonder what we can celebrate that spirit with…”


Generation X

Vivek Mishra – Diamonds Director

“The two commercials are a definite departure from the traditional and staid old ways of advertising for diamond jewelry. In that context, these are definitely a whiff of fresh air. Having said that, the first ad, Runaways came out to be a little too wild for me. I kind of lost thread of the message they were trying to convey. However, in the end, the tagline in both the ads make you realize that finding that rare person with whom you can have a real relationship and want to share the rest of your life with does not happen too often and one should cherish the same.

The two advertisements are definitely non-traditional and breaking the old mold of hitherto emotive reasons for buying and gifting diamond jewelry. There is one common theme in both the ads and that is being wild and carefree while not worrying about long term commitments. The characters seem to think if things work out, fine, if not, it’s water under the bridge.

It definitely made me feel old as Generation X, and a little outdated, perhaps. My generation has grown up with traditional values of commitment and lasting relationships. We try everything possible to work out a relationship, even if it becomes hard and stale after time passes. These two advertisements do not reinforce these ideals.

I suppose, however, the DPA’s message will resonate well with millennials’ changing values and culture. Living in the age of always being connected, millennials yearn for real connection among of the multitude of superficial relationships that abound their world at times.”



Heather Chustz – Diamonds Product Manager

“The two ads are real. They evoke real emotions, both good and bad. I believe the ads capture what a real relationship is actually about. When you love someone, you love all of them and you accept them for who they are. You accept their bad habits, smelly feet, kind gestures and gorgeous smile. But, at the end of the day, the connection you share with that person is unlike anything else. It is real. And it is rare.

The ads emphasize this, focusing on the two people and the connection they share as opposed to the diamond itself. They send strong messages to evoke real emotions. Instead of marketing the diamonds directly, the campaign calls upon customers’ emotions to influence diamond purchasing. They urge buyers to feel an intrinsic desire to buy their special someone a diamond.

As a Millennial, I value real connection. While watching both ads, my emotions about my own relationship began to surface. It made me look back and think do we have a real connection? Is our connection rare? Of course my answer is yes, but these ads force viewers to reach into their emotional banks and reflect. Millennials today are very aware of everything that’s going on around them, which naturally makes them aware of their feelings. The ads bring about an awareness of real and raw emotions, perfectly speaking to young adults of today.”


What are your thoughts? How do you feel about the Diamond Producers Association’s new themes in advertising to millennials? Share with us in the comments below!


Stanley Zale

I've been with Stuller since 2006 • Grew up on Long Island • Life-long, and long-suffering Mets, Jets and Knicks fan • Graduate of Ithaca College in upstate NY • Majored in political science • I love listening to Dylan, the Dead, Tom Petty, and opera • I’m undefeated in Trivial Pursuit • “90% of life is just showing up.” ~ Allan Stewart Konigsberg.