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Diamond Producers Association Unveils ‘The Diamond Journey’ Campaign

It is an unprecedented, cinematic telling of the natural diamond story.

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(PRESS RELEASE) NEW YORK — The Diamond Producers Association (DPA) launches its new Real is Rare, Real is a Diamond campaign, ‘The Diamond Journey’. The campaign is an unprecedented, cinematic telling of the natural diamond story. From genesis to finished jewelry, the remarkable journey of a diamond plays out across time and space. In addition to themes of love and romance, the heirloom quality of diamonds is expressed throughout the film, powerfully tying diamonds to our most intimate moments and life events.

“’The Diamond Journey’ tells the timeless and epic story of natural diamonds in a new and modern way.” said Jean-Marc Lieberherr, CEO of the DPA. “We know from research that the majority of consumers are unaware that diamonds are the oldest thing they will ever touch or own – it’s a powerful message that resonates and one this campaign celebrates with the tagline ‘3 Billion Years in the Making’ across all its assets and, in some instances, also includes ‘Before there was life, there were diamonds’.” Lieberherr continues, “This cinematic campaign invites the viewer to discover the legacy of natural diamonds from their geological formation, their transformation from rough to polished and their journey through human history to becoming an ultimate embodiment and symbol of love, connection, and heirloom.”

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The campaign was developed in partnership with creative agency BBH London. The film was directed by Ian Pons Jewell, whose impressive commercial portfolio includes Nike, Audi, Lexus and Michelob, and features music from Oscar winning musician, Atticus Ross.

Pons Jewell shared “It’s hard to describe how special this project is. The chance to write something bespoke to a brief at this scale is extremely rare. But rarer still to have the chance to tell the story of a naturally occurring element. I knew a little about how diamonds are formed but had no idea just how epic the journey is. We did a lot of research, not only did we look into the science, but also the human relationship with diamonds through history. It’s been an incredible experience; one I don’t think I’ll ever get to repeat in the commercial world.”

This campaign chronicles the transformation of a beautiful rough diamond from discovery to the ultimate representation of love, commitment and meaningful moments. The design of the 2-carat cushion cut diamond engagement ring, set in yellow gold, evokes a classic, timeless quality with eternal appeal.

At the epicenter of the campaign is a 3-minute hero film that will live on Real is Rare, Real is a Diamond’s website at www.realisadiamond.com with the first phase of its redesign and relaunch to coincide with the launch of The Diamond Journey. In addition to housing the full version of the film, the website details the historical and symbolic references featured throughout. The suite of assets that live alongside the film and will be the focus of the multichannel media campaign comprising 60, 30 and 15 second videos; as well as a series of exquisite and striking portrait and landscape still visuals of an embracing pair of hands, one of which is adorned with a diamond ring, emerging from a natural scene.

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The assets can be viewed here.

Additionally, there are over a hundred supplementary visuals from the campaign that will be utilized primarily for social media, as well as 6 and 10 second videos.

The robust and fully integrated advertising campaign with a primary target of 21-39 year olds, launches digitally on October 15 with Conde Nast, The New York Times, Sports Illustrated, among others, as well as a strong social media presence, with emphasis on Instagram, Facebook and YouTube. Highly rated Television placements also launch in October with live NFL games on ESPN, Holiday movie sponsorships on Hallmark and presence across NBC via The Today Show and NBC Primetime digital streaming properties. Core to the campaign are Millennials and other consumers in their engagement research journey, but a broader audience will be reached through awareness tactics. A special focus on high impact out-of-home/outdoor placements in transit hubs and key cities capitalize on the busy holiday travel and gifting season, with placements including Grand Central Terminal, JFK and LAX airports, and select in-flight TVs. The plan also includes cinema partnerships to tie-in with peak movie season and select print partners.

For retailers and other members of the trade there will be an assortment of customizable and shareable campaign assets including print, digital and social media content that can be accessed at http://shop.diamondproducers.com. By using the tools to amplify the campaign, retailers can leverage the momentum from the national marketing investment during the key holiday season.

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GIA Commits $1.3M to Artisanal Mining Education Project

It’s a four-year commitment.

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(PRESS RELEASE) CARLSBAD, CA – Building on a successful pilot and feedback from small-scale colored gemstone miners in Tanzania, GIA (Gemological Institute of America) will expand distribution of its innovative gem guide for artisanal miners to other communities and countries in Africa. Speaking at the ICA Congress in Bangkok on Oct. 15, GIA President and CEO Susan Jacques announced a four-year, $1.3 million commitment, funded from the GIA endowment, to expand the program in Tanzania to Madagascar, Nigeria, Rwanda and Zambia. Working withPact, a Washington D.C.-based international development nonprofit organization with expertise in the region, GIA plans to reach 10,000 miners with relevant information on how to evaluate the quality of the rough they mine.

“This is a tremendous step forward in our efforts to bring information directly to artisanal miners right at the beginning of the gem and jewelry supply chain,” said Jacques. “We know that this investment will bring an invaluable benefit to miners, their families and the communities in which they live.”

Robert Weldon, GIA director of the Richard T. Liddicoat Library and Information Center, pictured with an artisanal miner from Tunduru, Tanzania.

The gem guide project began shortly after GIA Distinguished Research Fellow Dr. James Shigley saw the difficult working conditions of artisanal miners during a 2008 trip to Kenya and Tanzania. Dr. Shigley and Dona Dirlam, then-director of the GIA library, working with GIA research and library staff, created the booklet, “Selecting Gem Rough: A Guide for Artisanal Miners.” First developed in English and later translated into Swahili, the photo-rich booklet has images of the gemstones found in East Africa and illustrations of how to examine and evaluate rough gems. The booklet is waterproof and comes with a durable plastic tray that can be used to sort gems and do basic gemological evaluations. GIA piloted the program in 2016, working with Pact.

“We found that for every dollar invested, there was a 12-fold social return that will last years into the future,” said Cristina M. Villegas, technical program manager for Pact’s Mines to Markets program. “With their new knowledge, miners improve their income, send their children to school, invest in their mines and their communities.”

GIA staff, including Robert Weldon, current director of the Richard T. Liddicoat Gemological Library and Information Center at GIA and a major contributor to the development and content of the guide, trained more than 1,000 artisanal miners on how to use the guide and tray during a two-week period earlier this year in Tanzania. GIA’s initial efforts to provide information to small scale, artisanal miners came full circle when the GIA team visited the Tanzanian Association of Women Miners (TAWOMA), who participated in the very first training session for the guide.

“There is nothing more rewarding than seeing the reaction of the miners as they learn the material – you instantly see that you’ve positively made a change in someone’s life,” said Weldon. “These transcendent moments make us so proud that we can provide artisanal miners with a gem guide that gives them the confidence to know their value in the market.”

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Brooklyn Jewelers Launches Newest Line

It’s called “Neighborhoods Collection”.

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(PRESS RELEASE) BROOKLYN, NY – Brooklyn Jewelers announces the official launch of its newest line, the new “Neighborhoods Collection”. Taking inspiration from the art and fashion trends of Brooklyn, this collection is designed with millennials in mind. All of our jewelry is available in castings with select styles offered finished (in white, yellow, rose, 14K, 18K, palladium, and platinum).

For more information, contact: info@brooklynjewelers.com or call (718) 534-4408

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Check out our website: brooklynjewelers.com

We are also on Facebook and Instagram: @brooklynjewelers

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David Sexton of Jewelers Mutual Group Retires

He retires after 39 years with Jewelers Mutual.

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David Sexton

(PRESS RELEASE) NEENAH, WI – Earlier this week, Jewelers Mutual Group announced the retirement of longtime vice president of Loss Prevention and Consulting, David Sexton, CPCU.

Sexton began his association with Jewelers Mutual in 1980 as an Underwriting Assistant and enhanced his career through roles in commercial lines customer service, CL underwriting, and specialty account management, becoming vice president of Loss Prevention and Consulting in 2004.

In this critical loss prevention leadership role, Sexton was responsible for the development, recommendation and implementation of Jewelers Mutual’s loss prevention policy. He is credited with building key relationships between Jewelers Mutual with the jewelry, alarm, and law enforcement communities, to effectively promote comprehensive loss prevention strategies to reduce jewelry exposures to loss.

“It was never about me, it was always about us,” Sexton said.

Sexton will officially retire from Jewelers Mutual on December 31, 2019, however he plans to remain involved with the company for the foreseeable future through engagement with Jewelers Mutual associates, jewelry associations at industry events, and collaborations with agents/brokers. He will continue to work with the Jewelers Mutual executive team to ensure key relationships and partnerships he has helped forge remain strong.

“I will always treasure the relationships I have made during my association with Jewelers Mutual,” Sexton said. “My retirement is not an end, but rather a beginning. The leadership of Jewelers Mutual has a clear path for continuing our vital loss prevention mission to provide innovative risk management solutions for the industry we serve, not just insurance.”

Sexton, a member of the 24 Karat Club of New York, currently serves on the Board of Directors for the Jewelers’ Security Alliance, a nonprofit association devoted to reducing crimes against the jewelry industry, as well as the Canadian Jewellers Association. In 2016, Sexton was the recipient of the Jewelers’ Security Alliance Industry Service Award and in 2018 he received the American Gem Society’s John J. Kennedy Law Enforcement Award.

Sexton has served on the Underwriters Laboratories (UL) Security Systems Council, formerly known as the Burglary Protection Council, since 1994 and also serves as a corporate member of UL in the insurance category. He served on the Central Station Alarm Association’s Insurance Liaison Committee, which assisted in the development of the Underwriters Laboratories (UL) burglar alarm modular certificate program and remains active on several UL/ULC Standard Technical Panels through which UL/ULC develops and maintain their standards for safety.

“You’re known by the company you keep,” Sexton said. “It’s all about the people. Working with people to help them solve their risk management challenges has really been the most rewarding aspect of my insurance career.”

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