AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
EditorsNov 18, 2009
This year's holiday jewelry ads
Last night, A Diamond is Forever (De Beers’ U.S. marketing team) hosted a special screening of the cinema-specific holiday commercial for the Everlon Diamond Knot Collection, followed by a complimentary viewing of the latest A Christmas Carol, complete with free...
Last night, A Diamond is Forever (De Beers’ U.S. marketing team) hosted a special screening of the cinema-specific holiday commercial for the Everlon Diamond Knot Collection, followed by a complimentary viewing of the latest A Christmas Carol, complete with free popcorn, candy and what I would call “pop,” but most people in this area of the country would reference as “soda.”
Unfortunately, I couldn’t go but was able to view the theater-ready spot on my own.
Remember when you used to go to the movies and see only previews before the show started? Now I feel like I’m seeing more ads for products than coming attractions.
In any case, cinema advertising is here to stay.
After all, you can’t command TiVo to skip the commercials in a movie theater, and it’s good that De Beers and other jewelers are taking advantage of this medium in an economy where it’s going to take all the convincing they can muster to get consumers to part with their money.
After wrestling with my slow computer software for a good 30 minutes, I finally was able to download what turned out to be a slightly longer version of the same Everlon commercial I’d already seen.
I think the commercial is fine, and the product, while not the most amazing design ever, is thankfully not something heart shaped (more on that later).
But I’m not the only one to say that, overall, I prefer the “Hands” commercial. The music is better—“Stand By Me” vs. “I’ve Got You Babe"—and the concept of “Hands”—growing old together—is one that speaks to almost everyone.
View “Hands” here and judge for yourself.
Of course, with the holiday season just around the corner, and eager retailers running sales well out in front of Black Friday, De Beers isn’t the only one advertising.
There’s this spot for Zale’s new heart-within-a-heart jewelry.
I don’t understand this industry’s obsession with heart jewelry—to me it’s overdone—but apparently the public likes it, or they’d have found a new design motif a long time ago.
As for the commercial itself, I find it touching.
One thing Zales’ ads have done well recently is to send a message that expressing love through the gift of jewelry doesn’t have to be something that just couples do, as is shown by the sweet exchange between mother and child in the Shared Heart commercial.
Editors' Picks
Sponsored by
Mother’s Day ads. They have even more emotional appeal than the Shared Heart spot and are another example of positioning jewelry to transcend the typical man-gifts-to-woman treatment.
Dr. Quinn, Medicine Woman Jane Seymour is back with a new commercial and fresh designs for the oh-so-popular “Open Hearts by Jane Seymour” line sold at Kay Jewelers.
I think Sterling Jewelers (the owner and operator of Kay as well as Jared The Galleria Of Jewelers) struck marketing gold with Jane. What makes the Open Hearts so popular, I believe, is the unique design and compelling story that speaks to those facing adversity or loneliness, which probably applies to even more consumers this holiday season. That message: “If your heart is open, love will always find its way in.”
Last, and possibly least, is this commercial for Kay’s “Love’s Embrace” collection. I wasn’t particularly enamored with this ad when I first saw it, though it took a couple of online replays to figure out why: I just don’t like the storyline of this grown woman being so afraid of the storm that she needs a man to protect her.
It’s quite the opposite of De Beers’ Everlon spot, which depicts men and women on a level playing field. Also, the thunderstorm doesn’t particularly scream “holiday season” to me.
But, as one expert pointed out, the winter wonderland portrayed in the Everlon commercial might seem like a foreign land to viewers in places such as Florida or Arizona.
Whatever the case may be, I’ll be keeping my eye out for fresh spots as the holiday season continues.
The Latest
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
Weekly QuizAug 29, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 YearsThe family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-GiftingIn his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons HomeThe new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US OpenThe Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
