New York, NY—Jewelry by Sethi Couture, Sara Weinstock, Hearts On Fire, Jade Trau and other brands are featured prominently in the latest Real Is Rare, Real Is A Diamond ad campaign from the Diamond Producers Association. The campaign, titled “For Me, From Me,” focuses on female self-purchase and bowed nationwide during the 91st Academy Awards ceremony on February 24. At left: Campaign shot shows a De Beers ring on index finger; all others by Sethi Couture.
Female self-purchase is the diamond industry’s strongest growth engine: the segment represents one-third of all diamond jewelry sales in the United States—a $43 billion diamond market that grew +4% in 2017, according to De Beers Group data.
The activation featured 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.
Hearts On Fire diamond studs in a "For Me, From Me" campaign image.
“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, DPA’s new managing director of North America. “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.
"For Me, From Me" campaign images featuring hoop earrings by Sara Weinstock, top right, and lower hoop and stud in bottom left. Middle hoop in bottom left image, Jade Trau.
“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 fully integrated mix of marketing assets, including video, stills, and in-store collateral will run through fall 2019 across TV, digital, print, and out-of-home. 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 DPA’s national marketing investment.
“’For Me, From Me’ communicates a simple message, and retailers play a critical role in making it mainstream,” said Kayel. DPA plans to onboard leading retailers into the program during the enrollment period (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. DPA will also distribute related social media content via their trade portal and “Shareable Content” emails. In-store materials will be supplemented by a self-purchase module on the DPA’s e-learning platform, with sales training by Performance Concepts. To receive more information about how to enroll please click here or contact firstname.lastname@example.org. To see images, videos, and close-ups of featured jewelry, click here.