This film tells the story of a modern relationship, a real relationship.

Unlike every diamond commercial that went before it, this film acknowledges the imperfect moments that every relationship has.

The relationships that last, the real and rare ones, happen when you realize that the connection you have with someone is worth fighting for.

There’s always a moment when you decide to commit, and this moment provides the jeopardy and tension in this film.

Finally, in a move unheard of for the Diamond industry, we chose to question whether marriage was the only way for a diamond to represent a real commitment. This was a message Millennials were incredibly excited to hear and one of the main reasons the film stood out and appealed to them so strongly.

For 70+ years, industry marketing was a consistent narrative, reinforcing that diamonds are the ultimate, unquestioned choice for engagements and weddings.

But research shows that millennials marry later, spend less on weddings, and some won’t marry at all (~30% by 2020). And some favor colored gemstones, challenging diamond supremacy as the ideal symbol of love & commitment. We needed to engage young people with diamonds around a new set of emotional associations.

Instead of relying on the marriage ritual, we wanted to articulate a new purpose for diamonds in the 21st century: to celebrate the real connections we choose to make.

This was conveyed through our new creative platform “Real is Rare,” which highlights the simple, powerful analogy between the power of diamonds and the power of the relationships they represent.