Real Is Rare.
The Diamond Producers Association has just unveiled its new “Real Is Rare” video campaign. The jewelry videos are designed to ignite millennials’ interest in diamonds in the face of their changing attitudes about love and marriage.
And guess what? There’s not one traditional engagement ring to be seen in the campaign!
According to National Jeweler, that’s because the DPA’s research told them that this new generation relates less to rituals and traditions like giving a diamond ring when they become engaged.
Many are delaying marriage — the average marriage age in the U.S. is now 25 for women and 28 for men. Many millennials are skipping marriage altogether.
So the DPA’s new digital advertising campaign is all about commitment, not necessarily traditional marriage as was celebrated in the old “Diamonds Are Forever” campaign days.
Then tell us what you think in the Comments section below. Can you relate?
Some Style Is Legendary.
From millennials to septuagenarians (those wacky 70-somethings), it’s clear that creativity has no demographic boundaries. Case in point: the irrepressible Grace Coddington, who has been a fashion editor for more than 50 years and is responsible for hundreds of the most iconic shoots and spreads at American Vogue.
If you remember, Coddington almost stole the show from Vogue editor-in-chief Anna Wintour in the 2009 fashion documentary, “The September Issue.” This year, after adding “At Large” to her title at Vogue, Coddington was hired by Tiffany & Co. as Creative Partner in charge of its new ad campaign.
If you love fashion and jewelry (and we know you do), watch “Some Style Is Legendary,” Tiffany’s behind-the-scenes video starring Grace Coddington. It’s almost as much fun as opening one of those little blue boxes!
Note: OBJ’s editor, a Condé Nast alumna, is delighted to see that Coddington’s whirling dervish energy and flaming red hair haven’t changed a bit since they shared an elevator bank in the early 1990s. Go Grace!
Sources: National Jeweler; New York Magazine; Vogue