The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.
Man-Made Diamond Co. Wants Consumers to ‘Shine’
Altr is rolling out a new brand campaign encouraging women to “shine brighter,” in its man-made diamonds, of course.
New York--Altr is rolling out a new brand campaign encouraging women to “shine brighter,” in its man-made diamonds, of course.
Altr is the lab-grown diamond arm of the family-owned Riam Group, which has been in the mined diamond business for almost 80 years.
The company’s man-made diamonds are sold stores in the United States, Australia and Canada, set in both private-label jewelry and under the Altr name.
And this summer at the JCK Show, Altr launched a brand called Lovemonster that, company President Amish Shah said in an interview earlier this year, is marketed toward modern couples who might be more concerned with the intensity of their love than the longevity of their relationship. Lovemonster will be available at select retail outlets in spring 2018.
Now, Altr is rolling out an overarching marketing campaign for its man-made diamonds.
Called “Shine Brighter,” Altr gave a first look at the campaign last month at the Hong Kong jewelry show.
Shot in the Los Angeles fashion district by wedding photographer Jose Villa, it was designed to emulate big fashion brands in being a more lifestyle-oriented campaign, meaning fewer couples holdings hands and more shots showing how the product can fit into the consumer’s everyday life.
It’s meant to be different from the current videos and imagery used in a lot of jewelry industry advertising, which can be “so boring,” Shah said in an interview this week.
Shine Brighter also is intended to bring attention to man-made diamonds by emphasizing the beauty of Altr’s stones instead of trying to position them as the “ethical” and “eco-friendly” alternative to mined diamonds, which Shah has said he believes is a mistake many diamond growers are making, and to educate the public.
Included in the campaign is a one-minute video on Altr’s diamond-growing process. It is digital but also will be made available to retail partners for both staff training and public education purposes.
Shah said retailers will begin receiving in-store assets for the campaign, including in-showcase display systems, brand videos and on-counter collaterals such as tablets and tri-folds, in the next two weeks.
Co-op advertising is part of the campaign but is specific to each retail partner, and there is also a promotional spiff program for sales associates.
The digital portion of the campaign, which will be live for this holiday season but also continue into 2018, is set to launch later this month.
It will appear on Altr’s website, which pushes consumers
The Latest
He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.
The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.
A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
Ho Brothers offers scalable solutions for the future of custom jewelry.
The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.
Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.
The former WJA executive director is MFM’s new managing director.
DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.
Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.
Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.
The retailer previously turned down an $8.4 billion offer in 2018.
The Florida store’s owner Miguel Gonzalez is retiring.
The lab stresses the importance of accurate identification, as the difference in price is “substantial.”
The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.
One is reserved for a NAJA member, the other for a non-member.
Longtime employees Carie Lehrke and Megan Mattice have received promotions.
Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.
Chris Clipper and Robert Lepere join the company with 50 years of combined experience.
The trendy, metallic earrings wink at classic spring colors.
JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.
The miner’s March auction generated $19 million.
Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.
“Chopard x Julia Roberts” showcases the first gems cut from the 6,000-carat-plus “Insofu Emerald."