Kwiat Updates Ad Campaign

May 26, 2005

Kwiat Updates Ad Campaign

Kwiat, the New York City diamond jewelry brand, once again teamed with Toth Brand Imaging to create new print advertising campaigns for its signature, bridal and anniversary collections. As an extension of the previous ads, the latest campaigns are built on the established look and feel of the brand's existing "Casual Elegance" campaign, with a focus on simple, approachable, and classic images showcasing Kwiat's newest diamond jewelry collections.

Kwiat's blue sepia images again feature model Chandra North. They highlight a current trend in consumer jewelry ad campaigns of using more intimate, relaxed photographs of women, such as the new images used in the Diamond Trading Co.'s right-hand ring campaign. "The campaigns position the Kwiat brand to be approachable to every woman," said Bill Gould, Kwiat's director of marketing. Fashion photographer Pamela Hanson shot the campaign on location in New York City.

Kwiat's signature campaign reinforces its tagline, "Simply Brilliant." It premieres Kwiat's new signature Solaris collection, with a right-hand ring that also will be featured in the DTC ad campaign. "The signature campaign is a personal and intimate journey into a woman's private world, whether she is getting ready for a special evening or enjoying a quiet moment to herself," said a press release.

The new bridal advertising campaign marks Kwiat's launch of a bridal jewelry collection, which includes new designs and a signature Kwiat engagement ring from its Harmony collection. The bridal campaign uses the tagline "Brilliant Beginnings" and images that mark the moment of marriage.

Kwiat's anniversary campaign reinforces DTC's new initiative to encourage couples to mark their wedding anniversaries with diamond jewelry. The campaign tagline "I Forever Do" will be used.

The campaigns will be unveiled at the end of May at the private Couture show, as well as the open-to-the-trade Signature Salons in early June at the Wynn Las Vegas Resort. The ads will debut in June issues of publications including Departures, Elegant Bride,Elite Traveler, Elle, Gotham, Harper's Bazaar, In Style Weddings, LA Confidential, Robb Report, Town & Country, Town & Country Travel, Vanity Fair, Vegas Magazine, W, W Jewelry and the Wall Street Journal.

by Peggy Jo Donahue

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