DPA Launches Diamond Movies Aimed at Millennial Buyers

The Diamond Producers Association, an organization of the world's leading diamond miners, has launched two movies as part of its campaign to attract millennial buyers.

The movies are part of the 'Real Is Rare' brand campaign which followed more than six months of research which featured interviews with young people aged around 18 to 35 in the United States.

The films aim to give an intimate view into two relationships which are non-traditional and where the characters are searching for meaningful long-term relationships, the DPA said.