Professional Jeweler Archive: Lining Up the Diamond Line Bracelet

August 2000


Lining Up the Diamond Line Bracelet

The DPS breathes new life into a classic product

Here’s this week’s puzzler: How can a straight line look like a circle? Answer: It’s the diamond line bracelet, formerly known as the tennis bracelet.

The tennis bracelet’s product cycle peaked just as the affluent diamond bracelet market posted 40% gains in 1999, says the Diamond Information Center, New York City.

To spiff up the bracelet’s image, the experts at J. Walter Thompson, De Beers’ marketing agency, will drop the phrase tennis bracelet in favor of the diamond line bracelet. The name is actually the same one this product category was called until tennis ace Chris Evert dropped her diamond line bracelet during a televised match and started a trend.

Unfortunately for fine jewelers, that trend quickly degenerated into $99 diamond bracelets with low-quality diamonds and workmanship. Now JWT wants to return the diamond line bracelet to the affluent segments of society. “Our hope is that by targeting this population with such a high-end product, we can increase sales potential within this sector of the diamond jewelry market,” says Richard Lennox, director in charge of the Diamond Marketing Group at JWT.

The Campaign

The affluent market accounted for 49% of U.S. jewelry sales in 1999 in terms of value. A good portion of that market is the DPS’ main target: the married woman’s diamond jewelry market, which grew 13.5% in 1999. With the U.S. economy humming along, JWT and De Beers believe it’s time to see how high this market can go.

Starting this October and running well into 2001, you will see ads designed to target the affluent in several consumer magazines, including W, Vogue, Harper’s Bazaar and In Style. The ads are still in the works, DIC explains, but they’re expected to build on the success of the three-stone diamond anniversary ring campaign started in 1999. Says the Diamond Information Center: “The diamond line bracelet will communicate luxury in a refined, elegant and yet highly contemporary way.”

Fortuitously, diamond line bracelets were already featured on the covers of W and Harper’s Bazaar in December 1999 and on the wrist of actress Ashley Judd on the May 2000 issue of Vogue. DIC is pushing to accessorize other female celebrities – including Madonna, Julianna Margulies, Cindy Crawford, Jennifer Lopez and Heather Locklear – at film industry events. DIC also is targeting those who influence fashion, especially editors of fashion magazines.

Trade Level

High-end jewelers can expect to see a number of in-store selling components starting with an information package that will be mailed out in early fall. The DPS will offer a range of materials you can choose from to best suit your image. The choices will be available on CD-ROM so you can easily load images onto your Web site or use them for print promotions.

  • The Diamond Promotion Service, New York City; (800) 370-6789,

– by Jack Heeger

Diamonds in the bracelets will range from 0.06 carat to 0.15 carat.
Starting in October, the Diamond Promotion Service will target affluent consumers with promotions for diamond line bracelets like this one.

Copyright © 2001 by Bond Communications