The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.
“Seize the Day” diamond ad campaign launches
De Beers and its diamond brand Forevermark have launched their call-to-action advertising campaign that is designed to increase consumer demand for diamonds across the board this holiday season.
London--De Beers and its diamond brand Forevermark have launched their call-to-action holiday advertising campaign that is designed to increase consumer demand for diamonds across the board this holiday season.
Seize the Day last was used about seven years ago and was the successor to the old “Shadows” campaign. The text for those, however, had a white-on-black theme instead.
This launch comes after De Beers said in late May that it was bringing back “A Diamond is Forever” for Forevemark this holiday season, and the August announcement that it was also rebooting Seize the Day, which uses A Diamond is Forever and mentions Forevermark too but is meant to be more along the lines of the generic diamond marketing campaigns the company was so well known for the the past.
There are 39 different lines for the updated Seize the Day, including “Marry Me Sounds So Much Better Than Just Merry Christmas,” featuring a round solitaire diamond engagement ring.
The ads will run across digital, print and outdoor only; Seize the Day has no television component.
The campaign launched digitally on Monday with a takeover of Yahoo’s login page and with banner ads on sites like Yahoo.com, The Verge.com, ESPN.com, GQ.com, and HollywoodReporter.com. Those will run through Christmas.
This week, out-of-home placements also started appearing, beginning with Philadelphia’s Dilworth Plaza. The ads will continue to show up in other top diamond markets around the world including in New York’s Grand Central Station, San Francisco’s Union Square, Seattle’s Westlake Station and Boston’s South Station.
Starting next week, the campaign will feature takeovers on Kindle Fire and eInk readers, ESPN Scorecard, Instagram and WashingtonPost.com.
A total of 30 full-page Seize the Day ads will appear in print publications such as The New York Times, The Wall Street Journal, and Washington Post on key dates throughout the month of December. They also will appear in the December issues of Rolling Stone, Time, Golf, Men’s Journal, The Economist, Esquire, Fortune, Maxim, Robb Report, Sports Illustrated, Wired
Audio ads will run on Spotify, and additional digital takeovers will take place on key dates throughout December on ESPN.com mobile and WashingtonPost.com. Meanwhile, social media promotion will take place on Instagram, Pinterest, Facebook and Twitter.
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."