Jewelry and Watch Ad Trends in 2001
The holiday season saw a return to simplicity in advertising, with gray-brown shades looking freshest
Black-and-white ads were back in force this fall, displacing the color-suffused ads of Holiday 2000 (Professional Jeweler, March 2001, p. 72). Because most fall ad campaigns were completed before the Sept. 11 terrorist attacks, its unlikely those events influenced this change in direction for jewelry and watch advertisers.
Its a better bet this simplicity signals a new conservatism appropriate to weaker financial times. Color seems celebratory and fun, but jewelry buyers are more serious now.
So how do the most avant garde advertisers show theyre still fashionable and can venture beyond black and white? The best ads picked up on an apparel trend combining shades of the same color.
Some advertisers used color effectively during Holiday 2001, especially highlighting yellow or tricolored gold. The most prevalent background was a rich, dark red that set off metal-intensive pieces. Muted blues also showed up. And it would be hard to overlook the World Gold Councils campaign for yellow gold, shot against sun-drenched sand, seashells and other beach ephemera. In another tribute to tonal colors, WGC managed to make gold pop against all these yellow shades.
You can use these national ad campaigns as inspiration when building your image in 2002.
by Peggy Jo Donahue
The Gray/Brown/Black Layered Thing
Its no surprise that four of the most sophisticated advertisers in the jewelry world were also responsible for some of the most striking ads of the 2001 holiday season. The ads complement the move toward clothing in simple, tonal colors. David Yurman introduced brown backgrounds to some of his new black-and-white ads for a nice change in late-season ads. Damiani ran its trademark brown next to a black-clad Nastassja Kinski modeling the jewelers Belle Epoque collection. H. Stern blended gray and brown in light and shadow to highlight a muted jeweled creation. Cartier lightened color at the edges of its dark gray background for two diamond-intensive bracelets.