DeBeer''s "Journey Diamond Jewelry"....What do you think?

[Rod]

Have you noticed the new ad campaign from DeBeers advertising "Journey Diamond Jewelry." Of course the necklace they show is simply stunning and the ad is really well done, plus it's even in High Definition so it really jumps off the screen on our plasma TV. So, how many PS'ers will be adding "Journey Diamond Jewelry to their holiday wish list this year???

 

[Cehrabehra]

not me, I think I''ve tapped my husband for the whole decade! lol

 

[cpster]

I must say that DeBeers has excellent commercials. I love the song that they picked...What are you doing for the rest of your life?...

As far as the actual design of the necklace, I think it looks stunning as shown but wonder how it would look replicated with smaller carat weight stones...in sizes that most of us can actually afford!

 

[Rod]

you just have to hand it to them. "A Diamond is Forever" "Past Present Future" and Now "Journey Diamond Jewelry." They certainly help feed our insatiable hunger for beautiful sparkles!

 

[FireGoddess]

I have. I like it. A lot!!! Not a terribly new and innovative design, but the campaign along with it is very clever.

 

[Rod]

It''s such clever marketing:

Jewelry Store Salesperson: Sir, is there something in particular I can help you with this holiday?

Guy: Can I get one of those Journey things I keep seeing on TV?

Genious, I''m telling you!!

 

[kcoursolle]

Great commercial, beautiful pendant, and I like the journey idea better than past, present, future jewelry...However, I''d never pay the premium. I''d have someone knock it off with whiteflash stones or something.

 

[devientdrow]

Honestly it irritated me a little. Don''t get me wrong the ad was done very nicely and the necklace itself looked stunning but sometimes I get frustrated with how they come up with gimmicks for stuff. It started with the 3 stone jewelry being called past, present and future. Now this multi stone necklace to symbolize "the journey". What next? I''m not saying this like it''s BAD. I know there are tons of people out there that can afford to buy very nice diamond jewelry and there is also someone else out there whose specific job is to think up new jewelry designs and ways to sell them...BUT my first reaction to the ad was....past,present & future wasn''t good enough?

 

[Cehrabehra]

Date: 9/20/2006 6:26:33 PM
Author: devientdrow
Honestly it irritated me a little. Don''t get me wrong the ad was done very nicely and the necklace itself looked stunning but sometimes I get frustrated with how they come up with gimmicks for stuff. It started with the 3 stone jewelry being called past, present and future. Now this multi stone necklace to symbolize ''the journey''. What next? I''m not saying this like it''s BAD. I know there are tons of people out there that can afford to buy very nice diamond jewelry and there is also someone else out there whose specific job is to think up new jewelry designs and ways to sell them...BUT my first reaction to the ad was....past,present & future wasn''t good enough?

years and years ago when they first came out with the three stone ring campagne my husband and I created a very lewd joke about what each stone meant and I won''t post it, but to this day I cannot see "three stone" without thinking of that LOL I''ve got all my girlfriends in on the joke and we crack up something fierce about it - even the ones with 3 stone rings... but it is in such bad taste lol! Now I want to see the new campagne though hehehehehehe

 

[whatmeworry]

interesting article in Modern Jeweler about the development and marketing behind the Journey concept.

http://www.modernjeweler.com/articles/2006/0506/pdf/MJ_3_06_Journey.pdf#search="journey%20diamond%20necklace"

Some interesting qoutes:

"71 percent of women and 59 percent of men find it appealing."

"The leading consumers of diamond jewelry don''t ever have enough." Ain''t that the truth!

 

[Garry H (Cut Nut)]

Date: 9/20/2006 6:26:33 PM
Author: devientdrow
Honestly it irritated me a little. Don''t get me wrong the ad was done very nicely and the necklace itself looked stunning but sometimes I get frustrated with how they come up with gimmicks for stuff. It started with the 3 stone jewelry being called past, present and future. Now this multi stone necklace to symbolize ''the journey''. What next? I''m not saying this like it''s BAD. I know there are tons of people out there that can afford to buy very nice diamond jewelry and there is also someone else out there whose specific job is to think up new jewelry designs and ways to sell them...BUT my first reaction to the ad was....past,present & future wasn''t good enough?

I am in awe of the brilliance of De Beers in how they make the decisions to put these promotions together.

The 3 stone campaign seems to have been very successful - but it promoted larger diamonds in +90% ring designs.

Check out the price movements in different sized diamonds and you will quickly relize the diamonds that need to be promoted just now are smaller under 3/4ct sized stones.

Look at the diamond prices section here under http://www.idexonline.com/ the diamond prices history section - open various sizes etc and you can see there is deflation in smaller sized stones and inflation in very large goods.

So De Beers have been working to help balance the market by what they promote.

They are great economists

 

[Cehrabehra]

you know, I hadn''t seen this... but I was thinking a few weeks ago that it might be really lovely to see a ring that had like a 1 carat round center and then jumped down to like 1/2 carat and from the 1/2 carat graduated down both sides in a full eternity to a single tiny stone.

Of course this is a far cry from what I''m doing, but boy I''d love to see someone do that. And apparently now it might just be the new rage.