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DPA Unveils New Marketing Slogan for Diamonds: ‘Real Is Rare’

Published

9 years ago

June 6, 2016

INSTORE Staff

Diamonds are still forever, though.

At the JCK show in Las Vegas last week, the Diamond Producers Association announced a new marketing slogan — “Real Is Rare,” Reuters reports. The goal of the new slogan, the article says, is to better connect with the millennial generation. “For many millennials, diamonds have come to represent traditional rituals or bling and status signifiers,” the DPA said in a statement to the news outlet. “The opportunity exists for diamonds to represent the rare, precious and real connections that millennials crave.”

Last week, DPA chairman Stephen Lussier explained how the “Diamonds are Forever” slogan would still factor into future marketing efforts for De Beers..

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.