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» De Beers: from A Diamond Is Forever to Right-Hand Rings

De Beers: from A Diamond Is Forever to Right-Hand Rings

P: 6/4/2003 4:18:40 AM
Pricescope Administrator Total Posts: 8,265 Last Post: 1/5/2008 Member Since: 1/1/2000	De Beers has been successful in their big marketing initiatives such as "A Diamond Is Forever", 3-Stone jewelry (for past present and future). On this show De Beers launched a new marketing campaign: The Right-Hand Ring. While women’ left hands already have engagement, anniversary, and/or three stone rings, their right hands are shamelessly free of diamonds! The new campaign will promote right-hand diamond rings as symbol of women independence. "Your left hand represents love and commitment; your right hand stands for self-expression and independence." Well, "self expression and independence" represent $5.2 billion market. De Beers will lead world wide promotional campaign and offers promotional materials to jewelers from posters to CDs. Right-hand diamond rings will be in modern vintage, floral, contemporary and romantic styles. Women of the world, be ready to raise your right hands when De Beers will ask you to. This is De Beers Diamond Promotion Service (DPS) pavilion at the show. Pricescope
Posted: 6/4/2003 4:18:40 AM

There are 15 replies to this message. There are 15 replies on this page.

P: 6/4/2003 8:16:45 AM
fire&ice Ideal Rock Total Posts: 7,827 Last Post: 3/30/2009 Member Since: 7/22/2002	I'm going shopping!
Posted: 6/4/2003 8:16:45 AM

P: 6/4/2003 10:57:44 AM
Hest88 Ideal Rock Total Posts: 3,681 Last Post: 11/24/2009 Member Since: 1/22/2003	Hey, that's a rather dinky booth for De Beers! The right hand marketing campaign, though, was just a matter of time. Of course, hopefully the execution won't be as cheesy as their latest campaigns.
Posted: 6/4/2003 10:57:44 AM

P: 6/4/2003 12:18:36 PM
djgaloot Rough Rock Total Posts: 56 Last Post: 7/4/2003 Member Since: 4/16/2003	I should be able to post a picture of LOML's "right hand ring" in a few weeks. 20th anniversary present with 5 WF "a cut above" H&As in a custom platinum setting. It is being cast right now. I can hardly wait. I am glad I am not reponding to DeBeers advertising push. dave
Posted: 6/4/2003 12:18:36 PM

P: 6/4/2003 12:26:59 PM
Mara Ideal Rock Total Posts: 27,927 Last Post: 11/24/2009 Member Since: 10/30/2002	Maybe I'm very off, but I thought that 3 stone rings or anniversary rings were for the right hand? Or is it that you wear the 3 stone/anniversary ring on your e-ring/wedding ring finger instead on left? Then what happens to your wed band and e-ring? Confusion! I am planning on getting something like a 5 stone .50ctw ACA ring for my right hand..that should be fun..or what was it that DeBeers termed it..'self-expression and independence'? ________________________________ "Insanity: doing the same thing over and over again and expecting different results." -Albert Einstein
Posted: 6/4/2003 12:26:59 PM

P: 6/4/2003 12:36:42 PM
Mara Ideal Rock Total Posts: 27,927 Last Post: 11/24/2009 Member Since: 10/30/2002	---------------- On 6/4/2003 12:352 PM Furthermore wrote: PS What next ? Toe rings ? Navel rings ? "A diamond up your nostil is forever ? " ;-)))))))))))))))))))))) ---------------- I would love to get a set of diamond toe rings..right now I wear a pair of thin cz eternity rings (one on each foot on second toe) and I love them, but of course the real thing would be sooo much more sparkly. ACA toe rings anyone?! ________________________________ "Insanity: doing the same thing over and over again and expecting different results." -Albert Einstein
Posted: 6/4/2003 12:36:42 PM

P: 6/4/2003 12:55:20 PM
Hest88 Ideal Rock Total Posts: 3,681 Last Post: 11/24/2009 Member Since: 1/22/2003	---------------- On 6/4/2003 12:26:59 PM Mara wrote: Maybe I'm very off, but I thought that 3 stone rings or anniversary rings were for the right hand? ---------------- I know two women with anniversary bands who "stack" them on top of their wedding set.
Posted: 6/4/2003 12:55:20 PM

P: 6/4/2003 1:24:54 PM
Mara Ideal Rock Total Posts: 27,927 Last Post: 11/24/2009 Member Since: 10/30/2002	Yes but that wouldn't really seem to work aesthetically with a 3 stone ring. I can see for thin anniversary eternity style bands, but what is typical with a 3 stone? Right hand or left? ________________________________ "Insanity: doing the same thing over and over again and expecting different results." -Albert Einstein
Posted: 6/4/2003 1:24:54 PM

P: 6/4/2003 2:19:36 PM
pedromt Rough Rock Total Posts: 64 Last Post: 11/1/2005 Member Since: 5/27/2003	blah I hope it flops... I certainly don't need to be buying any more diamonds for a long time (I hope)
Posted: 6/4/2003 2:19:36 PM

P: 6/4/2003 2:31:02 PM
Heyjud Cut Rock Total Posts: 243 Last Post: 3/30/2004 Member Since: 2/26/2003	Mara, we'll see if your idea grows..... Hearts and Arrows for our TOES! HOW FUN WOULD THAT BE!??!! heyjud "It Could Be Verse"
Posted: 6/4/2003 2:31:02 PM

P: 6/4/2003 2:36:48 PM
caratgirl Ideal Rock Total Posts: 634 Last Post: 12/22/2004 Member Since: 1/1/2003	Actually, I think that they are trying to galvanize jewelry designers to create rings that are more appropriate in design for the right hand - I thought that market focus had been rather poor in the past, so I am hoping for some new innovative designs, myself. Caratgirl Just a Diamond Lover
Posted: 6/4/2003 2:36:48 PM

P: 6/4/2003 3:16:31 PM
Caratz Cut Rock Total Posts: 222 Last Post: 6/21/2008 Member Since: 6/4/2002	Personally, I prefer to see a ring with a colored gem on the right hand. A diamond as an expression of independence? Gimme a break! What's next? A diamond as a sign of patriotism?
Posted: 6/4/2003 3:16:31 PM

P: 6/4/2003 3:21:21 PM
Mara Ideal Rock Total Posts: 27,927 Last Post: 11/24/2009 Member Since: 10/30/2002	---------------- On 6/4/2003 3:16:31 PM Caratz wrote: A diamond as an expression of independence? Gimme a break! What's next? A diamond as a sign of patriotism? ---------------- Red white and blue!! Ruby, diamond, sapphire..you may be onto something there. Quick..patent the idea before DB grabs it and makes a mint. ________________________________ "Insanity: doing the same thing over and over again and expecting different results." -Albert Einstein
Posted: 6/4/2003 3:21:21 PM

P: 6/4/2003 3:40:01 PM
Hest88 Ideal Rock Total Posts: 3,681 Last Post: 11/24/2009 Member Since: 1/22/2003	---------------- On 6/4/2003 3:16:31 PM Caratz wrote: A diamond as an expression of independence? Gimme a break! ---------------- There was actually an article in The Onion some months ago skewering this type of mindset. http://www.theonion.com/onion3906/women_now_empowered.html
Posted: 6/4/2003 3:40:01 PM

P: 6/4/2003 5:10:34 PM
fire&ice Ideal Rock Total Posts: 7,827 Last Post: 3/30/2009 Member Since: 7/22/2002	---------------- On 6/4/2003 3:21:21 PM Mara wrote: ---------------- On 6/4/2003 3:16:31 PM Caratz wrote: A diamond as an expression of independence? Gimme a break! What's next? A diamond as a sign of patriotism? ---------------- Red white and blue!! Ruby, diamond, sapphire..you may be onto something there. Quick..patent the idea before DB grabs it and makes a mint. ---------------- Shortly after 9/11, I did just that. I had a diamond band & bought a ruby band & sapphire band. It was a subtle way of showing my patriotism & helping the economy. I still wear the triple. No one marketed to me. Corny, yeah - but so what.
Posted: 6/4/2003 5:10:34 PM

P: 6/4/2003 6:56:39 PM
Nate Cut Rock Total Posts: 207 Last Post: 10/14/2008 Member Since: 5/17/2003	---------------- On 6/4/2003 12:352 PM Furthermore wrote: In a lot of countries in the Orthodox world, engagement and wedding rings are worn on the RIGHT hand already. Looks like DeBeers has to have a marketing re-think in that part of the world - what WILL they do ? ;-)))))))) ---------------- Hehe... my fiancee is from Peru and they where their engagement rings on the right hand. She's already mentioned the 2 ring idea...
Posted: 6/4/2003 6:56:39 PM

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