Retail sales for Diamonds have been dropping for years as Millennials come of age in the US. They just dont seem to be seeking out diamonds, or other premium jewelry, as generations of retail shoppers have done in the past. So the diamond industry is adjusting their marketing in order to bring new business into the retail diamond trade.
The new campaign, “Real is Rare”, is an advertising agenda based on months of research that follows two relationships at pivotal moments; of course the two relationships do not follow traditional trajectories.
“The ads will air on broadcast television and various digital platforms such as Hulu alongside a social media push. The client has also planned a major public relations initiative in its efforts to reintroduce young Americans to the appeal of a real diamond.”