NEWS
DTC targets "Average Joe" in a new Valentine’s Day Campaign for the Right Hand Ring. According to a JWT press release the RHR represents the perfect gift of love; one that says that “our would-be hero” not only loves her, but he truly understands her.
RIGHT HAND RING – UPDATE - 2006
The diamond market in India is one of the fastest growing markets in the world. (The past few years have seen the launch of more than 40 diamond and diamond jewelry brands, and also a number of new retail jewelry store brands).
DIAMOND NEWS FROM AROUND THE WORLD
CONFERENCE- The Women's Jewelry Association hosted its Annual "Women in the Know" Conference. Speakers included Kate Betts, editor of TIME Style & Design, whose subject was "Luxury: How We Shop Now": a look at how luxury shopping behaviors are changing, from the influence of high-technology to the evolution of retail design. Betts noted that jewelry's role has changed (evolving from a status symbol to a celebration of individual style) and that understanding the shift could help retail jewelers when marketing, merchandising, and selling jewelry collections.
DOLLARS & SENSE
CONFERENCE - Women are already the majority users of the Internet; and they have surpassed men as the primary consumers of computers, cameras, and PDA's. How businesses can learn to tap into that wealth is the focus of the 2nd Annual M2W - The Marketing to Women Conference, scheduled for May 8 - 9, 2006 at the Chicago Cultural Center.
DOLLARS & SENSE
KEYNOTE SPEAKER - Fara Warner, author of “The Power of the Purse” and M2W keynoter said, "As we enter the 21st century, women's financial might is set to exceed all expectations, and women will begin to wield the enormous clout that money and power is bringing them. Business would do well to notice this economic revolution." Warner shows how women's access to money and power has transformed the way they approach brands, business, products, and services. She explains why women are “a little understood market of unprecedented size and scope” - one that few companies truly know how to reach.
In her book, Warner writes about how a number of companies created substantial revenue streams and captured significant market shares when they focused on the new realities of women; and devotes a chapter to the discussion of the Diamond Trading Company’s marketing campaign for the right hand ring category.
DOLLARS & SENSE
THE DIAMOND DREAM - Created in 2003 as a new and innovative concept, the Right Hand Ring is probably the most innovative DTC flagship/category/idea brand. It has its own department in London at the DTC, and in New York at JWT (J Walter Thompson) and the Diamond Promotion Service (DPS). And it's my favorite, so that's why it gets another article (with more to come in the next few months).
RIGHT HAND RINGS
The Journey Diamond Jewelry concept will officially launch to consumers in the fall of 2006; however, the Diamond Promotion Service (DPS) plans to create awareness for the concept among retailers before that. The new concept will become a part of all publicity programs that Diamond Information Service does throughout the year.
JOURNEY DIAMOND JEWELRY – THE CONCEPT