February 2, 2006
Right-Hand Ring Month a Hit for Jewelers
Participating retailers said the October 2005 right-hand ring promotion to consumers resulted in increased comparable sales, ranging from 16% to 53% more than a year earlier, according to Jewelry.com and the Diamond Promotion Service.
The right-hand ring campaign marked the broadening of the definition of a right-hand ring. The promotion, which was live at Jewelry.com and involved a number of big retailers, promoted any diamond fashion (nonbridal) ring typically worn on the right hand. Retailers included Zales, Sears, Macy's, J.C. Penney, Helzberg Diamonds and Finlay, and was supported by in-store events, signage, banners and direct-mail promoting the right hand ring.
"Our participating retailers enjoyed huge sales gains in October because of the broadening of the definition of the right hand ring as well as the strategic promotion put into place by the Diamond Promotion Service, Jewelry.com and the retailers themselves," said Ofer Azrielant, chairman of Jewelry.com. "This opportunity to modify a traditional definition and expand it to reach the desires of today's modern women helped the industry to attain double-digit increases during a period of the year when sales are usually flat."
Jewelry.com said its marketing campaign resulted in 4.2 million website visits, more than 80,000 entries in the right-hand ring design contest and more than 60,000 referrals to retail partners.