A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
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.
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
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The Patek Philippe expert will serve as personal curator for the brand-focused company.
The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
NDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
LVMH said the company performed well despite an uncertain geopolitical and economic environment.
B&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
It’s ultra-feminine and filled with gold, pearls, and soft pastels.
Emily Highet Morgan and Emily Bennett have joined the agency’s team.
Its updated book for mountings is also now available.
She has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
Joyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
He is remembered by loved ones for his loyalty, integrity, and kindness.
Hosted by Freeman’s | Hindman, the sale will take place May 7-8.
The auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.
From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.
From cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.
The charm is a modern rendition of the evil eye amulet that has been worn for thousands of years.
Ahead of its trade show next month, TJS awarded free registration and accommodations to one jewelry professional and three students.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.