We wanted to create an in-store experience for people who are in the market for a diamond. We let the diamond itself do the talking. Which was a nice contrast to the regular soundtrack of a diamond store. The stories about the precious gem took the customers on an interesting voyage to the core of the earth, where diamonds are formed.The in-store radio campaign – a first person narrative – talks about some of the diamond’s most admired attributes: uniqueness, perfection, completion, and perpetuity. Qualities that fit special occasions – like a proposal, or very precious moments.

SFX: MYSTICAL SOUNDSMAN: I am but a chunk of coal. But I stuck to my job. 200 miles into the earth’s ground under unbearable pressure. The youngest of us are more than 100 million years old.

I am a diamond. And I’m the closest you’ll ever get to eternity.Rafael & Sons. Diamonds & Jewellery.