Diamond Industry Lunches New Campaign for the Millennial Market

By Nolan Lee

Toronto, ON- November 01, 2016. Mother New York in October launched “Real is Rare”, a campaign aimed at encouraging millennial customers to buy Arctic diamond jewelry. Two videos titled “Runaways” and “Wild & Kind” were released to carry the message to the intended audience.

The campaign is launched on behalf of the Diamond Producers Association (DPA.) “Real is Rare” is the first major marketing campaign in the industry in five years.

The new brand replaces the long held diamond marketing slogan “Diamonds are forever”. It strives to position diamonds as a symbol of much deeper meaning of a romantic relationship that does not necessarily tied to an official marriage.

“Millennials have spoken, and while they may not always follow the traditional paths and relationship rituals of earlier generations, they increasingly seek out authentic, meaningful expressions of love which are rare, and therefore precious, in today’s fast-paced, virtual world”, DPA said in a press release.

Despite the fact millennials buy diamonds more than any other generation in the history, their social and political concerns have created formidable challenges to the diamond industry. Delayed marriages, concerns over questionable sources of the diamonds, economic concerns are just few of those challenges.

“Real is Rare” is a result of six-month long field research conducted by Mother New York and Canada Gem Lab The Sound.

arcticgemlabs.com