October 2016

Like? Share!

Marketing to Millennials: New Approach to Diamonds

Much has been written about marketing to millennials, their personalities and quirks as consumers, and their complex relationship with diamonds. As discussed before on this blog, the millennial attitude to diamonds, from luxury to emotion to price tag, is complex and tricky.

Diamond Contradictions

On the one hand, millennials loathe pretense and old-fashioned attitudes about marriage and ownership. On the other hand, they still value relationships with family and friends, and being married or partnered still remains a life priority. On the one hand, social justice issues about the way diamonds are made and their effect on the environment reign supreme. On the other hand, who doesn’t still love a little bling, and an eternal gift that says ‘I love you’?

In light of these seeming contradictions, recent years have seen widespread preoccupation about the millennial consumer among diamond industry professionals. Do millennials like diamonds? Can they afford them? Will they still buy diamonds? Or are diamonds a bygone luxury with little relevance to the modern millennial woman and man?

Real is Rare: A New Approach

Industry players and organizations have devoted time and resources to try to discover the answers to these questions. De Beers recently completed intensive social research, and were delighted to report that millennials do still want to allure and experience of the diamond, but in their own way. In addition, the Diamond Producers’ Association launched the first marketing campaign for the diamond industry in 5 years, specifically targeted to the millennial generation. Entitled Real is Rare, the campaign was announced in mid-2016. It is designed to speak to the millennial yearning for authenticity. Throwing off the shackles of tradition and the familiar “Diamonds are Forever” slogan, the campaign recently released two promotional videos, which provide a telling glimpse into the way that the diamond industry views millennial relationships, and the way the industry believes millennials can connect with diamonds.

Diamonds: A New Love

Check out the short video to see the first “Real is Rare” promotional campaign. Titled “Wild & Kind”, it’s a brief, stream-of-consciousness style foray into the woman’s mind as she ruminates over her relationship and her partner. It is fascinating to note just how starkly the video goes against the grain of traditional marketing of diamonds. There’s no proposal on one knee, and certainly no wedding dress in sight. There’s torment, confusion, passion, indecision, but ultimately the will to be authentic, honest and true to one another. At one point, the female narrator says, “Maybe we’ll get married, maybe we won’t…”, which plays into the modern sensibilities of delayed marriage, and more fluid definitions of commitment.

Certainly the look and feel of the “Real is Rare” videos are taking diamond perceptions into new territory. It will be interesting to watch if and how this new marketing approach will take hold of the millennial consciousness about the role of the diamond in modern love.

Subscribe to the Diamond Blog

Get the latest technology, grading and retail news straight from the source, straight to your inbox.


World Famous Jewelers Series Part 6: Chopard

Once Upon a Time in Switzerland… Our tale begins in the village of Sonvilier, Switzerland where we find Louis-Ulysse Chopard, the second son of Félicien and Henriette Chopard. Félicien was a farmer but he encouraged his sons to enter the watchmaking trade. Louis Chopard had a talent for the craft and quickly built a reputation […]

World Famous Jewelers Series Part 5: Graff

Born to be a Jeweler: The Meteoric Rise of Laurence Graff When 15-year-old Laurence Graff began his first apprenticeship in a jewelry manufacturing warehouse in London, he never dreamed he’d be honored with the Order of the British Empire (OBE) by Queen Elizabeth in 2013. In fact, after three months working in the warehouse and […]

World Famous Jewelers Series Part 4: Boucheron

The Jeweler of Place Vendôme: How Frédéric Boucheron Got His Start Frédéric Boucheron always knew he wanted to be a jeweler. He was born in 1830 to a family of French clothiers, and at a young age he apprenticed himself under jeweler Jules Chaise. By the age of 14, he had completed his apprenticeship and […]

World Famous Jewelers Series Part 3: Faberge

The Man Who Created The Egg In 1885,   Tsar Alexander III commissioned Faberge to create an Easter egg as a gift for his wife, Empress Maria Fedorovna. With this simple gift, the Faberge Imperial Egg Collection was born. The first egg was called the Hen Egg. Inside a white enameled shell rested a solid gold […]

World Famous Jewelers Series Part 2: Tiffany & Co

The name Tiffany & Co. evokes thoughts of little blue boxes, glass lamp shades, and for those who know, the Super Bowl’s Vince Lombardi Trophy. The store is famous for its Tiffany setting engagement rings, chain bracelets with an engraved heart charm, and delicate pendant necklaces. Where did this legacy start? Who is the man […]

World Famous Jewelers: The Names Behind the Designs.

Part One: Harry Winston Tiffany & Co., Cartier, Harry Winston – all famous jewelers and household names. We see their designs on the red carpet, along with Boucheron, Fabergé, Piaget, and many more. These companies are more than just brand names; they were the passion and brainchild of people who loved high quality, stylish jewelry, […]

Rough diamond planning

Cloud Planning: Make Your Rough Planning Up to 10 Times Faster

Planning rough diamonds with Advisor™ software is a complex process that uses loads of computer processing power. Today, with Galaxy™ inclusion mapping technology, the number of rough polishing plans created by Advisor is essentially infinite. With various advanced options to choose from, such as triple planning, Best Value™, CAP and more, the rough planning software […]

Tension Viewer: Reducing the Risks of Rough Diamond Sawing

In addition to all types of inclusions and flaws, rough diamonds have internal tension or stress that occurs naturally as part of their structure. Developed over millions of years during the diamond’s unique formation process, the level and location of tension within a rough diamond varies from stone to stone. When cutting a rough diamond […]

New Software Release: Sarine Advisor™ 7.0 Rough Planning

Advisor™ rough planning software is used by manufacturers worldwide to effectively plan polished diamonds and maximize the achievable yield. Sarine recently released the latest version of the industry-leading software, Advisor 7.0. The release is packed with dozens of new, advanced features, the result of user feedback received from diamond planners working with Advisor all over […]

Advisor 6.0 New Feature: Scoop Planning

Advisor™ is Sarine’s flagship rough planning software product, and the most widely used program of its type. Since its initial development and launch in 1995, the Advisor program, together with the Galaxy™ inclusion mapping system, has become a staple software for diamond manufacturers worldwide. We’re launching the first product post of the Diamond Tech blog […]