Shot in the Arm for Three-Stone Ring Promotion
The Diamond Promotion Service (DPS) will proceed with a campaign aimed at promoting the sale of three-stone diamond rings to commemorate wedding anniversaries. Resources committed to the program will command a quarter of the 2004 advertising budget for the Diamond Trading Company, De Beers' marketing
arm.
Speaking at a seminar at the JCK Phoenix show, marketing consultant Diane Warga-Arias explained that while the three-stone anniversary ring was originally part of De Beers' larger three-stone ring campaign, this particular aspect of the program has yet to be adequately promoted and fully exploited. Warga-Arias said that more than 60 percent of married women in the United States have never received diamond jewelry as an anniversary gift. With more than 52 million married couples to sell to, the potential for sales is huge.
The campaign will focus on rings that sell for more than $1,000, and is designed to encourage men to buy anniversary rings for their partners.
Speaking at a seminar at the JCK Phoenix show, marketing consultant Diane Warga-Arias explained that while the three-stone anniversary ring was originally part of De Beers' larger three-stone ring campaign, this particular aspect of the program has yet to be adequately promoted and fully exploited. Warga-Arias said that more than 60 percent of married women in the United States have never received diamond jewelry as an anniversary gift. With more than 52 million married couples to sell to, the potential for sales is huge.
The campaign will focus on rings that sell for more than $1,000, and is designed to encourage men to buy anniversary rings for their partners.
In addition, make sure to read these articles:
- Promo Pays Off for Barthau Jewelers
- Can These Three Words 'I Forever Do' Change the Anniversary?
- The New Diamond: Romancing Brands
- With Demand Up, The Buyers' Market May Not Last Much Longer
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