skip to main content
the israel diamond industry logo


“The Making of a Gem” videos use athletes to market natural diamonds


The Diamond Producers Association (DPA) has launched “The Making of a Gem” – three new videos as part of its “Real is a Diamond” generic marketing campaign during the live on-air and digital broadcast of the 2018 Winter Olympics in Pyeongchang.


“The Making of a Gem” video shorts were developed “to showcase the striking similarities between the unique journey of an athlete on the rise, and a diamond – tapping into the emotional context of a diamond’s symbolic meaning”, according to a new release. Each video tackles a different sport, and features a snowboarder, ice skating duo, and a women’s ice hockey team. The final scene in each video links the “athletes’ authentic talent and excellence with that of a one-of-a-kind diamond”.


Deborah Marquardt, Chief Marketing Officer for the DPA, said: “[…] Like diamonds, the immense pressure and the deep inner forces competitors must endure in order to grow strong, find their edge and ultimately shine is an ideal narrative to explore during our most cherished and meaningful celebration of sport and human connection”.


Watch the new videos:






Tags: diamonds, jewelery, diamond industry, DPA

More News