How to sell Journey diamond jewelry

New York—If it is true—as marketing gurus and self-help books continuously tell us—that men don't know how to verbally express their love to the women in their lives, the Diamond Trading Co. has once again come up with a plan to help the hapless, tongue-tied fools.

After months of preparation and buzz within the diamond industry, consumers were at last introduced to Journey diamond jewelry, the DTC's new "gift of love" initiative, in late August, as a 60-second TV commercial called "Dandelions" first aired during the 58th Annual Primetime Emmy Awards broadcast and print ads hit major newspapers and magazines.

The gist of the television ad— which also airs in a 30-second version—is to follow two dandelion seeds as they journey through fields and countryside, past galloping horses, into a city, swooping here and there and nearly getting separated, only to end up, at last, on a beach. The beach scene ends on a dramatic note: A woman romantically swoons after the man in her life presents her with a piece of Journey jewelry.

Core program director Anne Valentzas says the spot was also set to run on 224 movie theater screens in art house cinemas during the month of September.

"It's a very cinematic spot. The music is really powerful and the visuals are stunning, so it fits in the movie theater environment," she says. The ad can also be viewed at www.adiamondisforever.com.

"What we're trying to do is create a lot of strong desire before the Christmas season," Valentzas says.

Journey features diamond necklaces, bracelets and earrings that use four or more stones in a graduated pattern from smallest to largest. The emotional message behind the push is that diamonds represent how love grows over time. The slogan—from the Diamond Group at JWT, which is heading up the program—states: "Journey Diamond Jewelry: With Every Step Love Grows."

Valentzas says Journey is unique among diamond-marketing programs, surpassing earlier initiatives for three-stone diamond jewelry and right-hand rings.

"It is more comprehensive. There are two main differences [from earlier programs]. One is we're spending more than we ever have, and the second is the trade response is bigger than it's ever been and they're putting a lot more of their marketing dollars behind this from the start. They're doing it with us," she says.

While at press time it was still too early to tell whether or not the new advertising resonated with consumers, Valentzas offered some insight on how retailers could make the most out of the Journey push.

"One thing that we know is that design drives desire, so we are encouraging retailers to carry a variety of designs," she says.

The Journey concept gives retailers flexibility, she says, since it encompasses different types of jewelry, including earrings and necklaces.

For retailers who want to go a step further, the Diamond Promotion Service (DPS) has put together an educational sales-training guide, the "Journey Road Map," which provides more detailed information on how to make the most out of Journey.

"Selling Journey requires a new approach, different from selling more traditional gifts of love, because this product is not occasion-specific and doesn't relate to a specific time or event," says Lisa Cochin, director of sales and communications for DPS. "This new program offers unique selling strategies that your associates can use at the counter to help your customers connect their unique love story with a piece of Journey diamond jewelry."

Journey will also be a big part of the holiday marketing program, and will be featured in a new TV ad during the season. Viewers will also be reminded of the three-stone anniversary jewelry initiative through another spot that will feature Past Present Future product, Valentzas says.

Bon voyage!
By Emma Johnson

Sample statements to introduce customers to Journey:

* "Each diamond is bigger and brighter than the last...like each day/year in your relationship."

* "All women love to think and talk about their relationships, and you can use this Journey diamond necklace to recount your story together. Starting here, you can show her that you remember that your journey together began with a small, single step."

* "[Carol] loved the three-stone ring you gave her because each diamond represented a snapshot of your past, present and future. This Journey piece represents your trip through time together. It's the continuing journey of a life together."

* "It's so cool that the two of you are looking for this gift together. This piece is perfect for all occasions, such as birthdays, anniversaries and holidays, because it celebrates the fact that love, you, as a woman, and your relationship, all grow better in time."

* "For my mother, it's Florida in winter. For people like my son, it's an expensive dinner out. But for most people, it's the day-to-day experiences that make life's journey so valuable. This Journey diamond jewelry really expresses that lifelong experience."

* "Men tell us they like the Journey diamond jewelry collection because it communicates to their wives an emotional message they're looking for. She wants acknowledgement that your love forever grows and continues. Every piece in this collection expresses that sentiment. Here, look: It features diamonds in graduated sizes to communicate the idea that love grows over time. Women love that."

To learn more about the Journey diamond jewelry campaign, download National Jeweler's supplement devoted to the initiative, 'Journey' diamond jewelry.

Editor's Note: This story was first published in the October 01, 2006 issue of National Jeweler.