Several events at JCK Las Vegas explored millennial marketing. Marketing to the huge but often confounding millennial generation was a main topic at this year’s JCK show.
The Diamond Producers Association, the recently formed group that is handling category marketing for the diamond industry, made a splash at a Friday breakfast presentation with its new, made-for-millennials slogan: “Real is rare. Real is a diamond.”
DPA consultant David Lamb said the slogan, developed by ad agency Mother New York, came about after extensive research on producers’ target consumer.
“[Younger consumers] have a double-edged attitude toward diamonds. It is as if this group is looking at diamonds as clouded with formality,” he said. “All the trappings, all the formal rituals that go with marriage are less relevant than they used to be.”
The new slogan is meant to take what Lamb called “essential truths” about diamonds and translate them into messages that will appeal to the target consumer. “We want them to stop thinking of diamonds as a formal rite of passage and to think of a diamond as the perfect symbol of a real connection,” he said.
Other ways the jewelry industry can reach out to younger consumers was the subject of seminar on Thursday with Juliet Hutton-Squire and Maia Adams, cofounders of Adorn Insight. Among their tips: