KRISTINA BUC KLEY KAYEL, general manager of North American operations at the Diamond Producers Association, said: "The previous wave of campaign 'Real is Rare, Real is a Diamond' aimed to position diamonds as a symbol of true affection and authenticity in love and life. The new wave of campaign is to show the pride and joy women experience when they buy a diamond for themselves. It is a unique way to celebrate women's independence, which perfectly matches the unchanging quality of natural diamonds. It is time for the diamond industry to recognize the different needs and ways of thinking of women buyers."