For the first time in five years, the diamond industry has launched an ad campaign, and it’s aimed directly at Millennials.

For the first time in five years, the diamond industry has launched an ad campaign, and it’s aimed directly at Millennials. Diamond sales have taken a hit with the generation saving upand delaying marriage, so the Diamond Producers Association set out to discover what makes young consumers tick. Finding that “[y]oung people don't reject diamonds at all,” but “couldn't identify their emotional role,” the association has put out two spots to showcase diamonds as a way to “commemorate [an] occasion, and not just because society told [them] to.” The ads feature the tagline “Real Is Rare,” and depict two non-traditional modern relationships at important moments. (Adweek)