June 13, 2003
DPS Offers Right-Hand Ring Support
The Diamond Promotion Service introduced its extensive marketing program for diamond right-hand rings to jewelers at the recent JCK Show-Las Vegas. The right-hand ring ad campaign, beginning this fall in consumer magazines, features the tag line "Women of the World, Raise Your Right Hand" aimed at inspiring women to take a fresh look at diamonds.
DPS is offering retailers a range of marketing material to complement and extend the consumer advertising campaign. These materials include postcards, ad slicks, acrylic sign, CD with six ad images, positioning copy line, four-color ad, Web banner, radio scripts and a newsletter story.
DPS created a diamond right-hand ring educational program for store owners/managers, which includes research and strategies to help maximize sales opportunities at the counter level and effectively train their sales associates.
Should retailers create ad campaigns featuring their own jewelry designs, they may use the "Women Of The World, Raise Your Right Hand. The Diamond Right Hand Ring" line. DPS authorized the diamond jewelry trade to use this campaign tag solely when promoting diamond right-hand rings. DPS will protect its rights to the full extent of the law.