DIAMOND PRODUCERS ASSOCIATION
MAKING DIAMONDS MEAN REAL LOVE
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From the turbulent history of the Koh i Noor to the lost Eye of Brahma, diamonds have long held an aura of legend and mystery. But by the 21st century, the precious stones had started to lose their lustre. As increasingly superficial symbols of status or love, they no longer held much deeper meaning – which meant more people were substituting diamonds with other luxury goods.
This is the story of how we added emotion to diamonds again.
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In 2016, the Diamond Producers Association (DPA) was facing pressure on two fronts: while demand for real diamonds was decreasing, scientists were creating increasingly sophisticated (and much more affordable) lab-grown versions.
Instead of associating diamonds with an idealised world of aspirational fantasies, we tied them to relatable moments.
In a series of short films, we tied diamonds to real moments in relationships that our audience could recognise from their own experiences. From the joy (and slight sadness) of moving to a new home to reliving the thrill of secret date nights, we told stories of “real relationships” – and the essential role that diamonds played in the featured couples’ bonds.
40% of consumers now associate diamonds with a new meaning: “A reminder of important things in life”.