Professional Jeweler Archive: DTC to Promote Anniversaries

April 2004


DTC to Promote Anniversaries

Two-thirds of married women have never received diamonds for this occasion

The Diamond Trading Co. begins a new marketing campaign this year to encourage men and women to celebrate their anniversaries by buying diamonds. DTC earmarked 25% of its ad dollars to the effort and will focus on three-stone rings and possibly additional styles in the visuals for the new campaign, says Robert L. May, senior partner at the Diamond Promotion Service, who spoke to manufacturers at the MJSA Expo in early March.

For this campaign, the message will be more important than the merchandise, says Diane Warga-Arias, a DPS consultant who announced the new push at a breakfast at the JCK Show in Phoenix, AZ. Retailers attending the event supported the idea of adding other diamond jewelry icons to the message – including studs, bracelets and anniversary bands – because these are common anniversary gifts. Warga-Arias says DTC initially chose to focus on three-stone rings because of their higher average sale price and because research shows women love the ring category.

Goosing the Category

The new campaign was inspired by DTC research that found volume sales of diamond anniversary jewelry have been flat for five years. In addition, “there’s a solid product offering and a compelling consumer message, plus it’s a non-holiday occasion you can promote all year ’round,” says Warga-Arias. She pointed out there are 52 million married couples in the U.S. but two-thirds of the women in these couples have never received diamond jewelry as an anniversary gift.

Selling the Sentiment

Warga-Arias says jewelers should start to build excitement for the new campaign by reminding customers through advertising and in-store signs to celebrate their anniversaries with diamond jewelry.

In addition, sales associates should carefully record their customers’ anniversaries so they can send reminders to celebrate with diamonds. Managers also should begin to track any purchase made for an anniversary.

For women, ads in the new DTC campaign will stress the ideas of partnership and commitment in a marriage, which research shows resonates with them. Men will be pitched a message of love and gratitude, a more male motivation in most cases. DTC will not focus on any particular anniversary milestones in its promotion.

– by Peggy Jo Donahue

The Diamond Trading Co. already prods men to celebrate their anniversaries with diamonds, as shown in this ad, part of the existing Seize the Day campaign. A brand new print campaign especially for anniversaries is planned for later this year.

Copyright © 2004 by Bond Communications