Wheat Ridge, Colorado police took a 50-year-old man into custody Wednesday following a two-month search.
Royal Chain Goes for the Gold in New Ad Campaign
The supplier is channeling ‘80s and ‘90s style as it celebrates the resurgence of yellow gold jewelry.
New York—Yellow gold jewelry is back in a big way and Royal Chain is going all in on it.
The supplier has launched a new ad campaign for 2019, centered around the increasingly popular metal.
In an aim to align itself with trends in fashion, Royal Chain’s marketing campaign has swapped the traditional jewelry advertising shots of models in fine clothing with perfect hair and makeup for what it has called “relatable real-life streetwear.”
With a nod to ‘80s and ‘90s fashion, it’s styled with cropped shirts, jumpsuits, jogger pants and leather jackets, along with gold, and a lot of it.
Royal Chain Vice President of Marketing Phillip Gabriel Maroof said the campaign’s direction came in response to current styles as well as an editorial shift toward more yellow gold jewelry.
“The way gold jewelry is being marketed today is a big departure from the past. 2018 witnessed the resurgence of fashion brands like Versace and Moschino with all of their gold hardware presented in a casual-luxury way, so the new ad campaign is a breath of fresh air, especially for an industry that has traditionally played it very safe in advertising,” he said.
Providing a more modern touch to the campaign is its new tagline—“G2G”—meant to reflect how the characters in the ad would communicate. The abbreviation typically is used in texting speak to mean “got to go,” but for its new campaign, Royal Chain has changed the meaning to “got to gold.”
RELATED CONTENT: Royal Chain Releases First Bridal Catalog
The campaign will run in print and digital trade press throughout the year. Royal Chain also has high-resolution images, videos and social media shots available for retail partners.
The jewelry supplier said it has seen double-digit growth in demand for gold, especially coming from what Maroof refers to as a “brand new consumer in gold”—a generation of shoppers that have never owned a piece of gold jewelry.
Coinciding with the launch of the ad campaign and in response to consumer demand, Royal Chain also is releasing a new gold jewelry collection.
It will come out this summer and be comprised of a wide range of 14-karat gold products, from heavier statement pieces to more lightweight fashion pieces, running from about $500 to $9,000 at retail.
The Latest
PGI partnered with four new and seven returning designers for its annual platinum capsule collection.
Nicolosi, president and CEO of The Kingswood Company, previously sat on WJA’s board from 2011 to 2018.
Meet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
Karina Brez’s race-ready piece is a sophisticated nod to the horse-rider relationship.
The men are allegedly responsible for stealing millions in jewelry and other valuables in 43 burglaries in 25 towns across Massachusetts.
“Horizon” invites individuals to explore the limitless possibilities that lie ahead, said the brand.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The jeweler credits its recent “Be Love” campaign and ongoing brand revamp for its 17 percent jump in sales.
The co-founder of Lewis Jewelers was also the longtime mayor of the city of Moore.
Elvis Presley gifted this circa 1967 gold and diamond watch to Dodie Marshall, his co-star in “Easy Come, Easy Go.”
Concerns about rising prices, politics, and global conflicts continue to dampen consumer outlook.
Jacqui Larsson joins Opsydia with nearly two decades of experience in the industry.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The “Tiffany Céleste” collection reimagines designer Jean Schlumberger’s interpretations of the universe.
The brand also created a 100-carat lab-grown diamond necklace in honor of its centennial.
Tim Schlick has been promoted from his previous position as COO.
It’s the second year for the event, slated to take place in October in Toronto.
Supplier Spotlight Sponsored by GIA
Sales will be paused while the relocation takes place over the next few months.
“SIS x MISA Denim and Diamonds” is a collaboration between the designer and celebrity stylist Misa Hylton.
The retailer is moving to a newly designed space in the same shopping center.
Gifts that are unique and thoughtful are top of mind this year, according to the annual survey.
The necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
The two organizations will host a joint event, “Converge,” in September 2025.
Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.