Professional Jeweler Archive: The Rings Win

June 2004


The Rings Win

For DTC's new ad campaign celebrating anniversaries, the focus will be three-stone rings

The anniversary marketing program the Diamond Trading Co. plans for the U.S. this year includes only three-stone rings in its ad photography (“DTC to Promote Anniversaries,” April 2004, p. 19), says Dominic Brand, DTC’s regional marketing director, who spoke with Professional Jeweler during a DTC BaselWorld interview.

U.S. retailers had questioned why DTC was not also featuring items such as stud earrings, anniversary bands or other diamond jewelry in its ads. However, Brand said DTC is trying to embed three-stone rings in consumers’ minds as the prime symbol for anniversary jewelry, akin to solitaires for engagements. He said 80% of people who could buy three-stone rings still don’t have them, leaving the market fertile ground for sales.

– by Peggy Jo Donahue

Copyright © 2004 by Bond Communications