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

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..

Read more at Reuters