Stuller Promotes Right-Hand Ring Designs


June 26, 2003

Stuller Promotes Right Hand Ring Designs

In a sign that the Diamond Trading Co.'s right hand ring campaign is continuing to heat up, Stuller Inc., Lafayette, LA, sent out a two-page flyer with its July newsletter featuring an assortment of right hand rings from the Milestone Collection(tm).

The designs sport the hallmark features DTC's Diamond Promotion Service has asked manufacturers to emphasize:

  • Open designs featuring negative space elements.
  • A north-south, or vertical, orientation to the designs.
  • Styles that bring to mind the four categories DTC will be promoting, including modern vintage, contemporary, floral and romantic.
  • A focal diamond of 20 points or more.

The DPS is encouraging jewelers to tie into its ad campaign for right hand rings, beginning this fall in consumer magazines. The ads feature the tag line "Women of the World, Raise Your Right Hand" and are aimed at inspiring women to take a fresh look at diamonds. Many manufacturers showed right hand ring designs at the JCK Show in Las Vegas. That Stuller, which is a very large manufacturer and distributor, has now also adopted the style can be interpreted as another sign of support for the campaign.

by Peggy Jo Donahue



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