The Diamond Producers Association has unveiled a new marketing platform for diamonds during a special presentation to members of the jewelry industry at the JCK show, according to a press release from the Association.
The new platform Real is Rare is the result of six months of development, including in-depth research into its target millennial consumers. 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, explains the DPA.
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.
“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,” says DPA Chairman Stephen Lussier.
“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,” continues DPA CEO Jean-Marc Lieberherr.
