"… the return of a relevant generic diamond marketing campaign is a blessing. 'Real is rare. A diamond is real' fits the changed social attitude and naturally takes the torch [on] from 'A diamond is forever.' The new slogan immediately addresses the rarity of natural diamonds. People have always been interested in owning items that are rare, we have always treasured and been awed by rare creations. Rare objects are desired and tend to carry premiums."
Diamond veteran Ehud Laniado praising the new slogan of the Diamond Producers Association.