The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.
Tacori’s Holiday Campaign Is All About Family
The digital ads feature influencer Sai De Silva and her children.
Los Angeles—For the 2019 holiday season, Tacori is putting the focus on family.
The Los Angeles jewelry company’s holiday ad campaign, released Thursday, features influencer Sai De Silva sporting a number of Tacori styles alongside her children, London Scout and Rio Dash.
Tacori said the holiday initiative is the latest in its array of seasonal marketing, promoted across its digital and social media channels as well as shared with retail partners, designed to keep the Tacori message fresh and current for consumers, a strategy the company adopted in 2018.
“Family is at the heart of everything we do at Tacori,” Tacori Senior Vice President of Marketing and Public Relations Michelle Adorjan Chila said.
“As a multi-generational jewelry house, we are so excited to share our holiday campaign featuring a gorgeous real-life family, Sai De Silva and her two children. Seeing a mother and her children together, we’re reminded that jewelry is an emotional tradition that becomes part of your family’s legacy.”
Tacori’s latest campaign highlights the prevalence of influencers as brand spokespeople.
RELATED CONTENT: Micro-Influencers Are the Next Big Thing, Says Report
De Silva has close to 300,000 followers on Instagram, a blog with editorial content spanning fashion to wellness with a “cool Mom” angle, and a YouTube channel where she regularly vlogs (video blogs) to her 28,000-plus subscribers.
View this post on InstagramA post shared by Sai De Silva (@scoutthecity) on Oct 26, 2019 at 10:27am PDT
Tacori likely chose De Silva because she’s much like the customer the brand wants to continue to attract: a woman juggling family and career who is fashion-inclined and has the disposable income to purchase fine jewelry for herself.
In the campaign imagery, De Silva sports a number of classic pieces: diamond eternity bands, diamond engagement rings, diamond stud earrings and gemstone and diamond stacking bands. White interiors and clothing create a clean palette to better showcase De Silva and the jewelry alongside her two children.
The campaign roll-out will continue through the end of the year.
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.
There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.
A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.
Ho Brothers offers scalable solutions for the future of custom jewelry.
The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
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.