The Diamond Producers Association (DPA) is looking at tapping into Oscar fever by airing its Real is rare campaign on television for the first time on Sunday, when the Academy Awards will be announced.
The campaign targets the Millennial consumer and the Oscars are seen as the ideal event to target the segment.
A De Beers study published last year found that the Millennial segment was the biggest diamond buyer during 2015, a year that saw most other commodity prices nosediving.
While the campaign hits US airwaves, there is anticipation in the diamond industry that consumer spending will rise this year due to anticipated tax cuts that the Trump administration has promised. Diamonds as a product group need to be in a position to capitalise on that spending rise when it comes.