Archive

  • The Diamond Producers Association (DPA) has launched what they are calling "an unprecedented, cinematic telling of the natural diamond story" from their genesis billions of years ago to their final destination as a piece of finished jewelry. Sporting the taglines "Three Billion Years in the Making" and and “Before There Was Life, There Were Diamonds”, the campaign focuses on the improbable and epic formation of these rare stones. "The majority of consumers are unaware that diamonds are the oldest thing they will ever touch or own," says DPA CEO Jean-Marc Lieberherr in a statement.

  • The Diamond Producers Association (DPA) launched its new “Real is Rare” advertising last night (Nov. 16) on the 18th Annual Latin Grammy Awards on Univision. The second phase of trhe campaign focuses on real, intimate moments within relationships. “The Reveal” is one of two new videos presenting a modern take on love and diamonds.

  • Tiffany & Co. launched their fall advertising campaign, “There’s Only You”, a celebration of personal style and individuality with the faces of the campaign being 6 individuals with various backgrounds in the creative fields. The pieces in the campaign are a combination of past and present, classic Tiffany as well as pieces from the new Tiffany HardWear line.

  • In their recent addition to the Diamond Insight reports focusing on diamond jewelry demand and emerging trends, De Beers said it expected single women's acquisitions and spend to increase in 2017, leading to an increase in self-purchasing in non-bridal, discretionary jewelry categories, driving incremental demand above and beyond the fundamental driver of demand, namely, bridal diamond jewelry.

  • Tiffany & Co. has announced it will run its first-ever Super Bowl commercial this year, and has selected Lady Gaga (Stefani Germanotta) to star. As Roberta Naas writes for Forbes, the commercial is a 60-second spot wherein Lady Gaga will promote a new collection of jewelry - Tiffany HardWear - that will launch in spring. The commercial is scheduled to air during Super Bowl LI on Sunday, February 5, before the halftime show. Lady Gaga is also this year's Super Bowl halftime performer. The ad will be seen in 10 markets across the country.

  • With a touch of hyperbole, The Times of India writes that, "a fierce marketing battle is on the cards between companies making lab-grown diamonds and those producing natural ones to woo consumers across the globe" as demand for diamonds stagnates.

  • Speaking at the opening of the four-day IIJS Signature show in Mumbai, writes GemKonnect, India’s Gem & Jewellery Export Promotion Council (GJEPC) chairman Praveenshankar Pandya said he wants the global industry to spend at least as much annually on global generic promotions as De Beers used to spend before it stopped doing them completely - $200 million.

  • A new campaign by the luxury jeweler tells the story of the craftsmen behind the firm's famous Tiffany® Setting engagement ring. “When our founder Charles Tiffany introduced the Tiffany® Setting in 1886, he gave us not only a symbol of true love, but also an enduring reminder of our diamond heritage and reputation for craftsmanship,” said Caroline Naggiar, chief marketing officer of Tiffany & Co. “What better way to celebrate the 130th anniversary of this handcrafted ring than to honor its makers.”

  • The American Gem Society (AGS) has created a U.S. advertising campaign aimed at raising consumer awareness of its work and to push traffic to its consumer-facing website, in particular its “Find a Jeweler” search feature. The campaign features ads targeting both men and women, with a tagline for the ads targeting men of: “Buy It With Confidence.” Ads targeting women will feature the tagline “Love What You See.

  • A brilliant advert for Long's Jewelers in Boston shows a young couple apparently taking a selfie, but in reality being dazzled by the diamond engagement ring the fiancée has just received. Check it out.

  • Blue Nile's 15 second commercial titled “Engagement Ring Shopping Shouldn’t Be Scary,” showing a millennial shopper welcomed by a scary looking brick-and-mortar jeweler, is causing much debate among industry analysts.

  • "If diamonds are forever, it’s not because they’re indestructible, but because our desire for them is." With engagement season in full swing "(surveys show that as many as 40 percent of all engagements occur between Thanksgiving and Valentine’s Day)", Alix Strauss of The New York Times investigates the evolving nature of the marriage proposal.

  • The adverts in the diamond firm's special holiday season advertising campaign will be along the lines of its former 'Seize the Day' in print, digital, and in outdoor public spaces. The original was black on white, but the updated version will use Forevermark’s white-on-black color scheme, writes JCK's Rob Bates.

  • De Beers aims to relaunch its iconic ‘A Diamond is Forever’ slogan in late September, as part of Forevermark’s U.S. holiday marketing campaign, but will it resonate with Millennials? Unlikely, because this isn't your Grandma's generation. De Beers will have a lot of work to do to succeed with the younger generation.

  • Despite the flood of new social media in recent years, TV advertising remains by far the best way of creating sales, easily beating paid search, print or online ads, according to a recent study by consulting company MarketShare: 'Evaluating TV Effectiveness in a Changed Media Landscape'.

  • Following its acquisition by Chow Tai Fook Jewellery last year, Hearts On Fire is placing a greater emphasis on consumer marketing efforts worldwide, including increased media spend.

  • The television advert follows the launch last month of the upscale jeweler's first print ad featuring a same-sex couple.

  • The upscale jeweler launches a same-sex ad campaign with “a truly modern look at love, the proposal and marriage”.