A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Keeping it real
A number of creative advertising campaigns have emerged in the jewelry industry lately that share a similar theme: companies eschewing the use of models and orchestrated photo shoots in favor of using their customers to represent their product. Bridal brand...
A number of creative advertising campaigns have emerged in the jewelry industry lately that share a similar theme: companies eschewing the use of models and orchestrated photo shoots in favor of using their customers to represent their product.
Bridal brand Ritani has its “Real Moments” campaign, in which it asks its customers to submit photos of themselves wearing Ritani jewelry for a chance to be featured in the brand’s national advertising campaign.
The campaign also has a smart social marketing twist. The contest is held through Ritani’s Facebook page. Anybody that wants to enter must first “like” Ritani; in this way, the contest serves as a driver of Facebook traffic and “fans” for the brand on the social networking site.
Swiss watchmaker Baume & Mercier also went the real route for its 2011-2012 advertising campaign. It is centered around the theme “seaside living in the Hamptons” and is intended to convey the Baume motto, “Life is about moments.”
For the ads, Baume & Mercier skipped models and opted instead to hire a professional photographer to shoot real families interacting on the beach in East Hampton, N.Y. A movie of the campaign and a “making of” video are available on Baume & Mercier’s Web site. (I don’t think the song used in the videos really fits the theme or the setting but the making of video is a nice peek behind the scenes.)
Most recently, retailer Robbins Brothers announced the launch of its “Share the Love” campaign. They’re asking people to submit fantastic proposal videos for the chance to win $1,000 and be featured in the next Robbins Brothers’ commercial.
This is not the first time Robbins Brothers has reached out its customer base to cast its commercials. Back in 2009, they did a video-submission marketing campaign called “Welcome to the Rest of Your Life” and eventually made TV commercials out of a montage of video submissions strung together. You can see the commercials--and all the online chatter they generated--here on YouTube.
Tracey Lyles, media services manager for the Azusa, Calif.-based chain, said the reason the retailer is asking people to Share and then giving them a starring role in their commercial: “The advantages of using customers in our commercials is that it’s more relatable for the viewing audience.”
It’s true that featuring “real” people -- people you might work alongside, ride the bus with or see
I remember one of my journalism school professors telling us what the most popular magazine in the world was: People. Why? The professor explained that it’s because people like seeing pictures of and reading about other people, period, and not just famous folks but regular, everyday people like themselves.
One also would have to assume that, in most cases, these companies are saving themselves money by forgoing paid models and elaborate photo shoots. It’s a smart way to go in an uncertain economy and a great example of how to utilize the advantages the Internet has to offer.
The Latest
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
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.
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
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.