Professional Jeweler Archive: The Worst Ads of 2000

March 2001


The Worst Ads of 2000

These ads prove not every color complements jewelry

In the rush to move away from pure white and glossy black backgrounds, jewelry advertisers became more adventurous and colorful this past holiday season. Unfortunately, not every try was a home run. Some colors (or lack thereof) simply don’t work with jewelry, at least this time around.


Maybe it was in anticipation of Elizabeth Hurley playing the devil in the film Bedazzled. Whatever the inspiration, coloring models red and placing jewelry on them was popular, but never effective, as this ad from Neiman Marcus for Stephen Dweck’s jewelry demonstrates. Lazare Kaplan and Hearts on Fire also chose the scary color, but it didn’t do anything for diamonds either.

Too Much Gold?

Saks Fifth Avenue chose gold as the color to highlight its jewelry offerings this year, and it flopped. None of the crisp lines of the elegant Robert Lee Morris jewelry stand out, and the diamonds look discolored. Lagos also chose gold to color the skin of models in its ads. It doesn’t work on people either.


It must be an Italian thing. At least four prominent Italian jewelers photographed their beautiful designs against mousy brown, and the result was underwhelming. Damiani’s ad, shown here, made matters worse by combining different earth tones, further muddying the waters. The jeweler was joined in brown by Fope, Pasquale Bruni and Gucci.

Black and White

It may be artsy, but it does nothing for jewelry. Black-and-white ads may do a good job of setting a scene and creating an attitude, but shouldn’t the product pop? This ad for Mattioli is abundant in attitude, but lacking in the kind of product detail jewelry lovers crave. The Platinum Guild’s fall campaign made this mistake also, as did Paul Morelli’s ads.

Copyright © 2001 by Bond Communications