« Diamond Cut: How do you know if your Diamond is a Good Cut? | Main | Diamond Prices Going Up - Again! »
Right Hand Diamond Rings
Recently in the diamond and fashion jewelry industry there has been an almost unprecedented marketing blitz by the DTC (Diamond Trading Company) which is the marketing arm of the DeBeers Diamond Company to promote and sell "right hand diamond rings" for women.
The idea was to basically create a niche for women to wear Diamond rings on their right hand in addition to the traditional diamond engagement rings and wedding bands worn on the left hand. The way this was done was by promoting the notion that a diamond ring worn by a woman on her right hand has a different significance and connotation than the traditional rings being worn on the left hand.
The premise of "empowering" women with a right hand ring is the main thrust of the campaign and is best summed up by this direct quote from the DeBeers website, www.adiamondisforever.com:
"The right hand need not be ignored any longer… The newest trend is the diamond Right Hand Ring. The diamond Right Hand Ring signifies the strength, success and independence of women of the twenty-first century. These rings come in a variety of beautiful designs -- Modern Vintage, Floral, Romantic, and Contemporary -- offering each woman a design that best suits her individual personality. Women of the world, raise your right hand!"
The biggest marketing companies were called in to create catchy slogans and brochures for the campaign.
Here is a photo of one of the advertisements created for this campaign:
A typical advertisement will read; "Your left hand holds on. You right hand reaches out. Your left hand plays hard-to-get. Your right hand just plays hard. Women of the world raise your right hand."
The question is, how effective has this campaign been?
I recently read a fascinating article in The Rappaport Diamond Report for the diamond industry where the author interviewed a few owners of some of the prominent jewelry stores for their opinion on how effective this campaign has been thus far based on consumer reaction.
Here is what a few of them had to say:
Paul Cohen, President Continental Jewelers, Inc. Wilmington,Delaware
"I believe as the designs evolve that the campaign will have greater impact and greater appeal....it has had an impact on increasing sales in what we used to call cocktail rings. The campaign is in effect saying, Ladies celebrate yourselves. It's okay to wear a diamond ring other than a diamond band or a diamond engagement ring. It's okay to wear a diamond dress/cocktail ring. It just gives it another name. And it's a name that's more in keeping with the evolution of women's lives and the fact that they are becoming equal; they are moving forward."
Christopher Duquet, President Christpher Duquet Fine Jewelry design Evanston, Illinois
"I haven't had a real, significant surge of requests for them in our store. I think it has been a successful campaign in terms of its psychographics. It's right on target in terms of expanding their market. But I don't think it has reached the depths yet where it has gotten consumer reaction in a big way."
The truth is that these right hand diamond rings are really nothing new at all. Kwiat, Hearts on fire diamonds, Tacori, Verragio, and many other designer ring companies have been creating fashion jewelry and diamond cocktail rings for quite some time.
In short, I think that it is still left to be seen whether this right hand diamond ring campaign will flourish and gain momentum or go bust the way of so many other diamond and jewelry fads before it.
Pictures of right hand diamond rings courtesy of DTC and www.exceldiamonds.com
TrackBack
TrackBack URL for this entry:
Comments
I think this is among the most important information for me. And i am glad reading your article. But want to remark on some general things, The website style is perfect, the articles is really excellent : D. Good job, cheers
Posted by: cheap jerseys from china on March 11, 2011 5:06 PM
Somebody essentially help to make seriously posts I would state. This is the very first time I frequented your web page and thus far? I surprised with the research you made to make this particular publish extraordinary. Magnificent job!
Posted by: cheap jerseys from china on March 11, 2011 5:36 PM
It is really a great and useful piece of information. I am glad that you shared this helpful information with us. Please keep us up to date like this. Thanks for sharing.
Posted by: nhl jerseys from china on March 11, 2011 5:47 PM
Hey there. This is a fabulous article. I'm going to e-mail this to my friends. I stubble upon this website while searching on aol. I'll be sure to come back. thanks a lot for sharing.
Posted by: skin care organic on March 25, 2011 9:35 AM
The unveiling truth about this post is, that it spoke to me deeply. Thank you for sharing your thoughts and concerns.
Posted by: Houston Website Design on March 27, 2011 4:38 AM
Great post. I was checking continuously this blog and I'm impressed! Extremely useful information specifically the last part :) I care for such info much. I was seeking this particular information for a long time. Thank you and best of luck.
Posted by: google loco on March 30, 2011 6:45 PM
Thank you so much, I have just a while ago been looking for knowledge about this topic for weeks and yours is the best I have discovered so far.
Posted by: travail a domicile on March 31, 2011 2:56 PM
Thanks to this post, I discovered the information I wanted to help me with my problem. I will keep you posted of my progress. well organized blog by the way.
Posted by: apprendre guitare gratuit on April 1, 2011 7:55 PM
What would we all do minus the marvellous tips you share on this blog? Who comes with the endurance to deal with important topics for the health of common readers like me? My partner and i and my friends are very delighted to have your blog among the kinds we often visit. It is hoped you know how a great deal we get pleasure from your efforts! Best wishes from us all.
Posted by: zero friction marketing on April 5, 2011 9:06 PM
I'll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)
Posted by: Cheap Christian Louboutin on April 8, 2011 2:08 AM
Between me and my husband we've owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I've settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.
Posted by: asics tigers on April 12, 2011 2:19 AM
The new Zune browser is surprisingly good, but not as good as the iPod's. It works well, but isn't as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that's not an issue, but if you're planning to browse the web alot from your PMP then the iPod's larger screen and better browser may be important.
Posted by: Rosetta stone languages on April 12, 2011 7:18 AM
Sorry for the huge review, but I'm really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it's the right choice for you.
Posted by: asics cumulus 9 on April 18, 2011 3:02 AM
I wonder how did new msn logo get into the worst l ist?
Posted by: Christian Louboutin Pumps on April 21, 2011 12:59 PM
Find best dealsprices and conserve income on KitchenAid Professional 5 Plus 5Quart Stand Mixer for 248 free shipping.
Posted by: Christian Louboutin shoes on April 22, 2011 7:32 AM
Me too, tyvm for posting th is..
Posted by: Rosetta stone spanish on April 22, 2011 2:17 PM
Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It's very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.
Posted by: Christian Louboutin on April 24, 2011 11:23 PM
W isconsin ?- We??? re a lot more than cheese and beer ?- we??? ve received fake woodgrain paneling, fiberglass drop ceilings, and bowling also!
Posted by: Christian Louboutin Pumps on April 25, 2011 1:28 AM
I'm having a weird dilemma I ca notseem to become able to subscribe your rss feed, I am making use of google reader by the way.
Posted by: Christian Louboutin Sandals on April 25, 2011 2:55 AM
th is actually is going on my twitter?-
Posted by: Christian Louboutin Pumps on April 25, 2011 3:24 AM
Came to your web-site through Ask. I will be subscribing for your feed.
Posted by: Christian Louboutin shoes on April 25, 2011 3:41 AM
That you are utterly correct on that!
Posted by: Christian Louboutin on April 25, 2011 4:05 AM
is th is often a joke? hyperlink bait to acquire the layout community to hyperlink for your controversial selection? aol? seriously?
Posted by: Rosetta stone languages on April 25, 2011 4:35 AM
To Michael SImon (Writer) and all at 1-800recycle I thank you a lot for th is wonderful blog about my perform. I enjoy the chance and exposure for your readers in enabling them to view how a person Art ist Thinks Outside the Box.??? My very finest for all
Posted by: Rosetta stone languages on April 25, 2011 3:47 PM
Highly interesting. I just like the way you create. Do you at present have an RSS feed?
Posted by: Rosetta stone languages on April 25, 2011 8:58 PM
Wonderful stuff! I dont know what you had been on as you wrote th is but now you acquired an definitely supercharged fan, seem forward to reaching your long term things!
Posted by: Rosetta stone spanish on April 26, 2011 1:31 AM
beneficial publish, extra you to my RSS reader.
Posted by: reviews of rosetta stone on April 26, 2011 1:45 AM
would you brain articulating a handful of these things you love?
Posted by: Cheap rosetta stone on April 26, 2011 2:20 AM
Nod?-Nod?-Nod?- Siiiiigh.
Posted by: Rosetta stone languages on April 26, 2011 3:02 AM
kitchenaid d ishwasher
Posted by: Rosetta stone spanish on April 26, 2011 4:25 AM
I am really not trying to damage W isconsin is emotions, but I honestly believe that it is hilariously executed. I ca notbelieve I m issed it earlier than. It looks to me like Bing tried more difficult than they did.
Posted by: links of london on April 26, 2011 4:36 AM
I have to say that I, personally, appreciate the way in which the Commerzbank brand turned out. To get two manufacturers and mildew them into a person is constantly difficult, but th is answer looks so effortless. That's kinda the point though is notit? :O)
Posted by: links of london jewelry on April 26, 2011 8:36 PM
El Banco Deuno. I wonder how numerous Americans wander in here for any chocolate donut?
Posted by: links of london store on April 26, 2011 9:13 PM
you need to publish additional often?-
Posted by: links of london jewelry on April 26, 2011 9:39 PM
i consider the most beneficial one would be the meredith
Posted by: links of london store on April 26, 2011 10:03 PM
Admiring the time and work you set into your blog site and comprehensive information you present! I will bookmark your weblog and also have my children check up here typically. Thumbs up!
Posted by: links of london store on April 26, 2011 10:41 PM
Thank you!I really will need backlinks too!
Posted by: jimmy choo slingbacks on April 26, 2011 11:46 PM
whoah! i d isagree along with your no.one best identification :D sorry?- I assume AOL do notdeserve it.. :)
Posted by: cheap jimmy choo on April 27, 2011 1:52 AM
Metropolis of Melbourne is quantity a single. The depth of their redesign was astounding, and its applications throughout all media is the two clean and purposeful. I'm not sure if AOL meets a similar level of usefulness. Sure, it's a step around the prior style, but the amount a lot more so? And also to what stop? Very well, that's my two cents. Peace.
Posted by: cheap jimmy choo on April 27, 2011 2:09 AM
Every once within a even though I come across a thing value reading when I'm surfing the world-wide-web. Bravo?- thanks for creating actual content here?-
Posted by: jimmy choo shoes on April 27, 2011 2:30 AM
Assume it really is spot on, and now that we??? ve started the launch I'm pondering what sits forward of.
Posted by: jimmy choo london on April 27, 2011 3:03 AM
My fonts logo catches my attention every single time I see it. That a person is very good. Pretty excellent post!
Posted by: columbia shoes outlet on April 27, 2011 3:52 AM
The latest in LA
Posted by: christian louboutin sneakers on April 27, 2011 5:08 AM
It isn't often that I search for anything and actually obtain valuable information?- glad I found you?- hold writing!
Posted by: christian louboutin shoes on April 27, 2011 10:25 PM
What a good way to d iscuss
Posted by: christian louboutin outlet on April 27, 2011 10:43 PM
Just wanted to say th is weblog is in my greatest weblog l ist on #46.
Posted by: christian louboutin price on April 27, 2011 10:48 PM
Me as well, tyvm for posting th is..
Posted by: kayano asics on April 27, 2011 11:03 PM
The latest in LA
Posted by: asics junior on April 28, 2011 12:34 AM
advice here offers view in the subject. article, It is nice to determine thoughts that tell far more from the story, they may be far more worthwhile anyway.
Posted by: asics on April 28, 2011 1:04 AM
I agree, ty for sharing th is..
Posted by: asics coupons on April 28, 2011 1:14 AM
Hy,I`m joyful for I uncovered th is page,I trust bookmark it,Beneficial Data,Thanks
Posted by: asics frantic 4 on April 28, 2011 1:33 AM
Thanks for a different fabulous write-up, th is a person has been book-marked.
Posted by: asics shoes on April 28, 2011 1:48 AM
Great learn. There is at this time very quite a bit of information all-around th is topic to the net and some are most defintely far better than others. You might have caught the detail here just suitable which helps make for any refreshing modify ??¨?C thanks.
Posted by: asics shoes on April 28, 2011 2:17 AM
I do notknow about these conclusions but I was glad to determine Xe/Blackwater included around the Worst of 2009!
Posted by: mens asics trainers on April 28, 2011 4:00 AM
Nickelodeon is my no. one, it is actually coming to life beautifully on screen too.Thanks Armin and co. for years well worth of fun reading.
Posted by: Cheap rosetta stone on April 28, 2011 4:27 AM
This is getting a bit more subjective, however this is a great blog.keep up the good work.
Posted by: vstabi mikado on May 4, 2011 8:00 PM
Randy Hill >> Computers
Posted by: asics kinsei sale on May 5, 2011 9:22 PM
What do you think about this tool for flowers
Posted by: Carroll B. Merriman on May 6, 2011 4:32 PM
Piano tango youtube
Posted by: Andrew Pelt on May 7, 2011 4:07 AM
a superb blog site write-up ,We stock Argyle, Bailey, Cardy, Sheepskin, ?- .
Posted by: Cheap Christian Louboutin on May 10, 2011 2:16 AM
fantastic blog! maintain up the wonderful work!
Posted by: asics shoes on May 13, 2011 9:11 PM
Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It's very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.
Posted by: how to buy zithromax online on May 20, 2011 7:54 PM
You sure do know what youre talking about. Man, this blog is just great! I cant wait to read more of what youve got to say. Im really happy that I came across this when I did because I was really starting to get bored with the whole blogging scene. Youve turned me around, man!
Posted by: buy zithromax no prescription on May 20, 2011 7:54 PM
You have some good thoughts! Perhaps I should think about attempting this myself.
Posted by: 50th Birthday Party on May 31, 2011 12:44 PM
Why didnt I feel about this? I hear precisely what youre saying and Im so pleased that I came across your weblog. You truly know what youre talking about, and you created me feel like I need to discover a lot more about this. Thanks for this; Im officially a huge fan of your weblog.
Posted by: toddler backpacks on June 4, 2011 2:07 PM
How is it that just anybody can write a blog and get as common as this? Its not like youve said anything incredibly impressive --more like youve painted a pretty picture over an problem that you simply know absolutely nothing about! I dont want to sound mean, here. But do you truly think that you simply can get away with adding some pretty photos and not actually say anything?
Posted by: Asda Travel Insurance on June 4, 2011 9:55 PM
I like it! I like it a great deal. You know precisely what youre talking about, specifically where other men and women are coming from on this problem. Im glad that I had the fortune to stumble across your blog. Its absolutely an critical issue that not sufficient people are talking about and Im glad that I got the opportunity to see all of the angles.
Posted by: zhu zhu pets on June 5, 2011 12:35 AM
This design is wicked! You definitely know how to keep a reader entertained. Between your wit and your videos, I was nearly moved to start my own weblog (properly, virtually...HaHa!) Fantastic job. I actually enjoyed what you had to say, and more than that, how you presented it. Too cool!
Posted by: Insulated Lunch Bags on June 5, 2011 12:36 AM
This layout is so stellar. How did you manage to make a blog thats as smart as it can be sleek? I mean, its like an Aston Martin --smart and sexy at the exact same time. Ive got to say, the layout alone created me come back to this weblog again. But now that Ive read what youve got to say, Ive got to share it with the world!
Posted by: Insulated Lunch Bags on June 5, 2011 5:16 AM
This is among the most extraordinary blogs Ive read in a quite long time. The amount of information in here is stunning, like you practically wrote the book on the subject. Your weblog is excellent for anybody who wants to realize this subject far more. Wonderful stuff; please keep it up!
Posted by: mens shoulder bags on June 5, 2011 8:20 AM
I dont know what it is about this blog that turns me off so considerably, but you just dont appear to obtain me excited. I dont know if its the lack of content or just the way you wrote it. But you actually dont seem to comprehend that your readers could not agree with you. Youre genuinely just too available for me.
Posted by: Speaker Stands on June 5, 2011 6:49 PM
Hands down, Apple's app store wins by a mile. It's a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I'm not sure I'd want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.
Posted by: Andrew Pelt on June 9, 2011 10:16 PM
Anytime I research a topic I've no clue what i could find. I'm so thrilled to have came across this detailed blogging as it flawlessly details the doubts I have in mind as well as the unmentioned questions that i would have looked for later.
Posted by: filtered water on June 10, 2011 7:27 PM