Right Hand Ring Month To Begin Oct. 1


September 15, 2005

Right Hand Ring Month To Begin Oct. 1

To create a nationally integrated marketing campaign for right hand rings, the Diamond Promotion Service, along with website Jewelry.com and other industry leaders, announced earlier in the year a promotion called October is Diamond Right Hand Ring Month. Consumers and retailers can expect to see marketing efforts including 25 right hand ring print ads from the Diamond Trading Company and participating retailers in a wide range of consumer publications, as well as significant exposure with in-store promotions including posters, counter cards, handouts, mailers and displays.

There will also be a microsite on Jewelry.com to lure consumers with sweepstakes, dedicated emails and on-line right hand ring advertisements; national publicity exposure on E! Entertainment TV with a Diamond Right Hand Ring sweepstakes; television media tours conducted by the Diamond Information Center; and national media events celebrating women who will be awarded Diamond Right Hand Rings on-behalf of Jewelry.com and the DTC.

The DPS will also send out a mailing to assist retailers in building a diamond right hand ring collection. There will be two components to the Diamond Right Hand Ring mailer, which will be going to 7,000 retailers around the country in September: 1.) easy-to-use information cards providing details such as sales results since the launch, a simplified definition of Diamond Right Hand Rings for sales staff, background on the advertising strategy and ideas for retailers to capitalize on this campaign. 2.) A motif guide created to illustrate the best selling diamond right hand rings around the country.

The motif guide was created specifically with retailers in mind. The DPS invited all U.S. manufacturers to submit their best selling right hand rings for consideration. The submissions were then analyzed and sorted into nine categories and several pieces were selected as examples of each motif. Through the use of slide pull tabs, retailers will be able to mix and match various designs to envision a unique collection of Diamond Right Hand Rings.

There's also the Ring True Test, an interactive program that will engage women who visit adiamondisforever.com. This new feature of adiamondisforever.com will launch in mid-September to coincide with Diamond Right Hand Ring Month. Each participant will be asked nine questions about her personality, interests and style. Based on her answers, she will be assigned one of four right hand ring personality profiles, developed via extensive quantitative testing conducted at JWT, the ad agency for the Diamond Trading Co. Each personality profile will feature five rings that best represent that participant's individual style. She will then be invited to click on the rings to link her to the Design Gallery as well as email the test and her featured rings to friends and family.

Not only will this be a fun and interactive way for a woman to determine what Diamond Right Hand Ring is best suited for her, it will also let men use the quiz to help them determine which ring would be the perfect gift for the special woman in their lives. The Ring True Test will be announced to consumers through a variety of different channels such as email blasts to over 500,000 visitors to adiamondisforever.com, advertisement insertions in such publications as Vogue, the development and distribution of counter cards that will drive consumers to adiamondisforever.com, as well as a variety of other publicity programs that will alert consumers.

For more information and additional resources to stimulate your Diamond Right Hand Ring business, please visit www.dps.org or call 1-800-370-6789.



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