FinancialsMay 17, 2024
Richemont Appoints Van Cleef & Arpels’ Nicolas Bos as New CEOThe announcement coincided with its full-year results, with growth driven by its jewelry brands.
EditorsJul 26, 2011
Keeping it real
A number of creative advertising campaigns have emerged in the jewelry industry lately that share a similar theme: companies eschewing the use of models and orchestrated photo shoots in favor of using their customers to represent their product. Bridal brand...
A number of creative advertising campaigns have emerged in the jewelry industry lately that share a similar theme: companies eschewing the use of models and orchestrated photo shoots in favor of using their customers to represent their product.
Bridal brand Ritani has its “Real Moments” campaign, in which it asks its customers to submit photos of themselves wearing Ritani jewelry for a chance to be featured in the brand’s national advertising campaign.
The campaign also has a smart social marketing twist. The contest is held through Ritani’s Facebook page. Anybody that wants to enter must first “like” Ritani; in this way, the contest serves as a driver of Facebook traffic and “fans” for the brand on the social networking site.
Swiss watchmaker Baume & Mercier also went the real route for its 2011-2012 advertising campaign. It is centered around the theme “seaside living in the Hamptons” and is intended to convey the Baume motto, “Life is about moments.”
For the ads, Baume & Mercier skipped models and opted instead to hire a professional photographer to shoot real families interacting on the beach in East Hampton, N.Y. A movie of the campaign and a “making of” video are available on Baume & Mercier’s Web site. (I don’t think the song used in the videos really fits the theme or the setting but the making of video is a nice peek behind the scenes.)
Most recently, retailer Robbins Brothers announced the launch of its “Share the Love” campaign. They’re asking people to submit fantastic proposal videos for the chance to win $1,000 and be featured in the next Robbins Brothers’ commercial.
This is not the first time Robbins Brothers has reached out its customer base to cast its commercials. Back in 2009, they did a video-submission marketing campaign called “Welcome to the Rest of Your Life” and eventually made TV commercials out of a montage of video submissions strung together. You can see the commercials--and all the online chatter they generated--here on YouTube.
Tracey Lyles, media services manager for the Azusa, Calif.-based chain, said the reason the retailer is asking people to Share and then giving them a starring role in their commercial: “The advantages of using customers in our commercials is that it’s more relatable for the viewing audience.”
It’s true that featuring “real” people -- people you might work alongside, ride the bus with or see
everyday in your neighborhood Starbucks -- has wide appeal.
I remember one of my journalism school professors telling us what the most popular magazine in the world was: People. Why? The professor explained that it’s because people like seeing pictures of and reading about other people, period, and not just famous folks but regular, everyday people like themselves.
One also would have to assume that, in most cases, these companies are saving themselves money by forgoing paid models and elaborate photo shoots. It’s a smart way to go in an uncertain economy and a great example of how to utilize the advantages the Internet has to offer.
More on Editors
The Latest
FinancialsMay 17, 2024
Watches of Switzerland’s Fiscal-Year Sales Flat Looking ahead, the retailer said it sees “enormous potential” in Roberto Coin’s ability to boost its branded jewelry business.
Recorded WebinarsMay 17, 2024
Watch: Preparing for Trade Show SuccessJewelry trade show veterans share strategies for engaging buyers, managing your time effectively, and packing the right shoes.
Brought to you by
Record Gold Prices Have Consumers Undeterred. Here’s Why.Despite the rising prices, consumers continue to seek out the precious metal.
AuctionsMay 17, 2024
Piece of the Week: Cartier’s Ring-Tailed LemurThis little guy’s name is Ricky and he just sold for more than $200,000 at Sotheby’s Geneva jewelry auction.
Weekly QuizMay 16, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
AuctionsMay 16, 2024
Christie’s Holds 2 Sales Despite CyberattackThough its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
AuctionsMay 16, 2024
Sotheby’s Withdraws 101-Carat Yellow Diamond from AuctionDespite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
ColumnistsMay 16, 2024
The PR Adviser: What the Designer Should’ve DoneLilian Raji gives advice to designers on how to make the most of great publicity opportunities.
SourcingMay 16, 2024
Lucapa to Shed Stake in Lesotho Diamond Mine The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
ColumnistsMay 15, 2024
Squirrel Spotting: Why Retailers Struggle to Fire BrandsWhy do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
AuctionsMay 15, 2024
Red Diamond Breaks Records at Phillips GenevaThe “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
Events & AwardsMay 15, 2024
See Who’s in JA’s 2024 ‘20 Under 40’ ClassThe annual list recognizes young professionals making an impact in jewelry retail.
IndependentsMay 15, 2024
David Mann Jewelers in Upstate NY to Close After 35 YearsOwner David Mann is heading into retirement.
FinancialsMay 15, 2024
Brilliant Earth’s Sales Fall Flat in Q1 While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
SourcingMay 14, 2024
Anglo American Confirms It Is Looking to Sell De Beers The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
AuctionsMay 14, 2024
2 Huge Yellow Diamonds Are Heading to AuctionChristie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
MajorsMay 14, 2024
Platinum Born Taps ‘Born Leaders’ for New CampaignThe ad aims to position platinum jewelry as ideal for everyday wear.
GradingMay 14, 2024
Instappraise Adds Trifold Brochure to Appraisal OfferingsRetailers can customize and print the appraisal brochures from their store.
Lab-GrownMay 13, 2024
Lab-Grown Diamond Brand Lightbox Cuts Prices by 25 to 40%The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
TechnologyMay 13, 2024
Christie’s Website Brought Down by Hackers, Watch Auction Postponed The site has been down since Thursday evening, just ahead of its spring auctions.
AuctionsMay 13, 2024
Madeleine Albright’s Jewelry, Pins a White-Glove Sale at Freeman’s | HindmanThe late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
IndependentsMay 13, 2024
Zachary’s Jewelers Names Mother’s Day Jewelry Contest WinnersThree fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
IndependentsMay 10, 2024
Frank Adams Jewelers Names New CEOKimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
CollectionsMay 10, 2024
Piece of the Week: Carina Hardy’s ‘Birth of Venus’ NecklaceAs a token of womanhood, this necklace depicts when Venus was born from the sea.
MajorsMay 09, 2024
Watches of Switzerland Pays $130M for Roberto Coin Inc.The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
TrendsMay 09, 2024
Amanda’s Style File: Shine Bright, Moms Show your mother some love with a piece of fine jewelry.
