Evolving Marketing for Jewelry

Posted by Maire Loughran Aug 4, 2008

I was flipping through the latest issue of Fortune magazine and found a new diamond industry ad. It states 'Chocolates Taste Good, But They Make Really Messy Heirlooms'. It's accompanied by an image of a pair of diamond stud earrings. Actually I think they should ad a tag line - 'calorie count - 0' to add a little humor.

Smart marketing for today's near recessionary times. In other words don't buy fine jewelry just to wear it - it's also a great investment for the future. Which ties in quite well with the 'A diamond is forever' campaign (who doesn't love that commerical showing the elderly couple walking hand in hand?).

Tiffany's is making some changes as well. They've realized there is a big market with woman buying their own jewelry. In order to tap into this market they are opening smaller stores that don't carry engagement rings. This move is expected to increase self purchasing.

Let's face it - it is quite dreary to see a bunch of happy engagees picking out rings if you're divorced, widowed or currently in between partners.