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 EARTH SOUNDSMAN:Movies have been made; novels have been written; songs have been sung.

But my luster still evades human understanding.

I’m the shining example of spiritual purity.

I can make love look fickle, uncertain and disappointing, but I’m still the best way to express the depth of true feelings.

I am a diamond.

And I’m the closest thing you’ll get to never-ending love. Rafael & Sons. Diamonds & Jewellery.