June 9, 2005
Jewelry.com Debuts Right-Hand Ring Month; DPS Expands Definition
Jewelry.com, the online consumer site that attracts over 26 million unique users each year, will work in conjunction with the Diamond Promotion Service to sponsor "October is Right Hand Ring month" later this year. The promotion follows up on the site's two-year success with "May is Gold Month," held in conjunction with the World Gold Council. The site will work to direct traffic to retailers including its regular partners Zales, Helzberg, Macy's, Finlay, J.C. Penney and Sears. It will also work with a selection of smaller retailers, who will receive in-store counter materials, ad inserts and other tie-ins with the promotion.
Jewelry.com also worked with DPS to allow the expansion of the definition of the right-hand ring for "October is Right Hand Ring Month," so that it now includes any fashion (non-bridal), diamond-only ring typically worn on the right hand. The ring must include at least one significant diamond of 0.20 carat or larger. It will also feature rings in more reasonable price ranges, since a recent study showed the greatest number of its users spend between $100 and $499 on their own purchases of fine jewelry. A variety of manufacturers are invited to take part in the new promotion.
"The broadening of the right-hand ring definition by DPS was received with great enthusiasm by all our participating retailers," says Ofer Azreilant, chairman of Jewelry.com. "They see it as a great opportunity to further the reach of the right hand ring. The major marketing investment by DPS and Jewelry.com has drawn support from retailers, who will also be committing substantial marketing resources of their own to the October campaign."
The campaign will focus on print media, a micro-site, a month-long sweepstakes event to win rings, dedicated e-mail messages to Jewelry.com's 2.2 million registered users and extensive presence of right-hand rings on the site's home page.
Jewelry.com's May 2005 study entitled "What Women Want" produced some surprising statistics retailers can use to attract women and men to right-hand ring purchases. The survey found that a majority of women think fine jewelry is better than flowers, cards, chocolate, and handbags. Slightly less than half those polled even think fine jewelry is better than shoes, lingerie, clothes, or a massage/facial/manicure experience. Not surprisingly, fine jewelry didn't fare quite so well when compared to sex and money. Only about 17% of women think fine jewelry is better than these two. Look for more results from this study in a future issue of Professional Jeweler.
by Peggy Jo Donahue