The natural diamond industry has been rolling out bold new ad campaigns—but not everyone’s impressed. Critics are calling it “sad” and even “self-sabotage.” 😱
🪩 A controversial ad from the Natural Diamond Council (NDC) was spotted in NYC featuring Gen Z slang. It positioned natural diamonds as “rizz” 💅 and synthetics as “fizz” 💨. That rubbed many in the trade the wrong way.
💎 Jewelry strategist Michael Schechter slammed it on LinkedIn, saying, “We’re better than this.” He and others say it lacks imagination, empathy, and grace—and may be hurting the industry more than helping it.
🍬 Meanwhile, the Antwerp World Diamond Centre (AWDC) stuffed a gumball machine with lab-growns in a shopping mall. For €5, shoppers could win one. Their slogan? “You get what you pay for.” The message: lab-growns = less value.
📢 The World Federation of Diamond Bourses (WFDB) took it further, calling lab-growns “imitation” and “a shortcut.” Ouch.
But who are these ads really for? 🤔 The public? Or a desperate echo chamber? Even retailers who carry both types of diamonds feel alienated.
Do these campaigns convince anyone—or just create more division?