The Diamond Industry's First Campaign in 5 Years Encourages Millennials to Make a 'Real' Commitment

(adweek.com) – The diamond business saw the writing on the wall: Retails sales of diamond jewelry are on the decline as young people delay marriage, work to save money and take a somewhat skeptical view of the premium jewelry industry. For that reason, trade organization the Diamond Producers Association chose ad agency Mother New York last year to effectively reintroduce its products to a generation still shaken by the Great Recession. The shop's first campaign for its newest client debuted last week, and it positions real diamonds as the truest symbols of a deep emotional commitment between two young people ... even if that bond isn't made official in the eyes of the law. The development of the new brand campaign "Real Is Rare" is the result of more than six months of field research and development by Mother and research firm The Sound Market Research, which interviewed young people across the United States. The resulting ads serve as intimate, impressionistic portraits of two relationships at pivotal moments. In keeping with the campaign's premise, both of these romances follow non-traditional trajectories.