Professional Jeweler Archive: Right-Hand Rings, Round Two

May 2005


Right-Hand Rings, Round Two

Rising awareness and a new DTC marketing campaign should drive more women to your stores

By Peggy Jo Donahue

Editor’s Note: You’re busier and have less time to read, so Professional Jeweler changed format to bring you a summary of news highlights gleaned from the Daily News Archives at our website, For a quick e-mail summary of the five top jewelry industry news stories each week, sign up for This Week, also at our website.

Sales of non-bridal fashion diamond rings were up 15% in 2004 over the previous year, thanks in part to right-hand rings, according to the Diamond Trading Co.

Research conducted for DTC also shows 39% of women are aware of the right-hand ring – a 14% increase from the previous year.

Spurred by this news, DTC, in conjunction with its ad agency, JWT, launched the second phase of its diamond right-hand ring marketing campaign.

The diamond right-hand ring campaign was created after DTC research showed an increase in women’s interest in buying or receiving diamond jewelry outside of the traditional realms of engagements and anniversary observances.

A diamond ring also showcases a woman’s independence and personal style.

Ad Campaign

DTC launched two new print executions of its right-hand ring consumer ads in April. The ads appear in publications such as Architectural Digest, House & Garden, Elle, In Style, Vogue and W. Two more executions are expected to begin rolling out this summer.

JWT worked with fashion photographer Craig McDean to capture the essence of the modern diamond right-hand ring consumer shown in the ads. McDean’s work was a good match for the new campaign because he has an ability to create intimate images of women and their personal surroundings, allowing the female consumer to get a true sense of who she is, while at the same time giving her a sense of herself, says DTC.

The photographs and copy in the new right-hand ring ads reflect subtle shifts in style from the previous campaign. The images evoke personal feelings and experiences, and the copy is filled with phrases aimed at a strong and independent woman.

The ads feature 15 new right-hand rings, selected from a competitive group of submissions. The new designs are based on current retail successes.


The Diamond Promotion Service offers a variety of merchandising materials, training packages, advertising insertions and event planning tools designed to drive consumer demand and interest. For more information, go to or call (800) 370-6789.

The Diamond Information Center will continue to capitalize on the publicity generated by the campaign by working with the media to reinforce the idea of the diamond right-hand ring as the must-have fashion accessory for today’s modern woman.

A new spread ad from the Diamond Trading Co.’s right-hand ring campaign. The ads are slated to run in magazines such as Architectural Digest, House & Garden, Elle, In Style, Vogue and W.
A single page ad from DTC’s right-hand ring campaign.

Copyright © 2005 by Bond Communications