Cartier published two new short films for its “The Proposal”
campaign on YouTube, shared via social media. The clips, titled “Jump Right In”
and “My Favorite Song,” tell the stories of two couples who meet by accident
and eventually get engaged with a Cartier engagement ring. The first iteration
of “The Proposal” campaign was launched before Valentine’s Day 2015, with
videos of three couples in Paris.
Signet Jewelers was confirmed “conflict free” for the fourth
consecutive year as it submitted its Conflict Minerals Report to the U.S.
Securities and Exchange Commission (SEC). The report was filed in accordance
with Section 1502 of the Dodd-Frank Act, which requires companies working with
“conflict minerals” — including gold — to provide evidence of being conflict
free. Signet is one of four companies that has audited and reported its gold as
conflict free. As part of its efforts to advance responsible sourcing in the
past four years, Signet — a founding member of the Organization for Economic
Cooperation and Development (OECD) Multi-Stakeholder Group — has helped develop
a guidance for responsible supply chains in high-risk areas. The company also
launched the open source Signet Responsible Sourcing Protocols (SRSP) for gold,
diamond, silver and platinum group metals and more.
The Diamond Producers Association (DPA) launched plans for
its “Real is Rare” campaign in 2017 during the JCK Las Vegas show. The campaign
will include print and digital display advertisements, as well as “out-of-home”
advertising including billboards, that complement videos aired on television
and digital media in October 2016. The campaign promotes diamond jewelry as an
unmistakable gift of love.
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The new ads launched in July 2017 and will appear in weekly and monthly
magazines, including Brides, People and Marie Claire.
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The still images are available for use in-store and in local media.
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DPA engaged creative agency Mother New York for the shoots. They focused mainly
on diamond engagement and wedding jewelry.
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Jewelry suppliers for the shoot included Gillian Conroy, Danhov, Greenwich
Street Jewelers, Beverly K., Leo Schachter and Pluczenik.
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There are plans to debut further videos in the fourth quarter for digital media
and television.
Online coupon directory CouponFollow released “The
Millennial Shopping Report: Summer 2017” revealing that 53 percent of
Millennial consumers still make purchases offline. The report found the consumer
group — defined as those born between 1982 and 1996 — account for 28 percent of
all daily per-person consumer spending, and could rise to 35 percent by 2030.
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Retailers were advised to bridge the gap between online and offline experience.
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Engagement with brands occurs only when relevant to the transaction or shopping
experience.
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76 percent of Millennials browse the internet before making an online or
offline purchasing decision.
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Only 57 percent of Millennials follow brands on social media. The primary
reason they follow brands is to receive cost-saving offers and incentives.
Rio Tinto and the Perth Mint released the “Australian
Trilogy,” a collection of three coins valued at $1.4 million, featuring colored
diamonds from the Argyle mine. The coins are minted in yellow gold, rose gold
and platinum, and are set with a pink, purple-pink or violet diamond.
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They weigh 1 kilogram each and portray images of a koala, a kangaroo and a
kookaburra, a kingfisher native to Australia and New Guinea.
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The collection is available for sale from the mint and is the only edition to
exist.
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The coins are legal tender under the Australia Currency Act 1965.
Royal Asscher, holder of the Royal Asscher cut patents,
partnered with diamond manufacturer Treliss Worldwide to launch a loose diamond
program for independent retailers at the JCK Las Vegas show. The program, which
includes the Royal Asscher Cut and Royal Asscher Brilliant, was created due to
strong demand for Royal Asscher Brilliant diamonds in the jewelry category.
Royal Asscher and Treliss Worldwide have been partners for two years expanding
and strengthening the Royal Asscher brand.
Gabriel & Co., a New York City-based jewelry designer,
announced its new omnichannel strategy at the JCK Las Vegas show. The company
launched its first e-commerce site, allowing shoppers to select a Gabriel &
Co. retail partner from which they can buy the product.
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For bridal jewelry, Gabriel & Co. will then ship the jewelry to the retail store
where the customer can view the product in person.
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For fashion jewelry, shoppers orders can be drop shipped directly through the
e-commerce site, or through an embedded fashion e-shop widget on a retailer’s
site. Profit from sales made through the widget goes to the retailer.
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Gabriel & Co. has also updated its B2C and B2B site with a new product
configurator.
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The company also updated its Gabriel Magic app, a virtual reality (VR) tool
introduced at JCK Las Vegas in 2016. The app allows a 360-degree rotation view
of any piece in the Gabriel & Co. jewelry collection. The updated version
now includes augmented reality technology, allowing consumers to “try on”
selected engagement rings, customize metals and stones and order the jewelry
through a local retailer, via the app.
The Contemporary Jewelry Design Group (CJDG), with support
from The Couture Show, raised $21,750 during the inaugural Cindy Edelstein
Memorial Auction, held to honor the namesake industry veteran. The proceeds
will be split between the Jewelers for Children Fund and the Women’s Jewelry
Association’s (WJA) Cindy Edelstein Scholarship Fund. CJDG members created 35
jewelry pieces from gemstones sponsored by ANZA Gems and Mayer & Watt. The
pieces were auctioned over two weeks on a specially created online auction
website.
A.Jaffe, a New York City-based jewelry manufacturer, debuted
its patent pending Pirouette ring at the JCK Las Vegas show in celebration of
the company’s 125th anniversary. The ring features a twist mechanism that
allows the wearer to transform the ring from a north-south configuration to an
east-west configuration. The ring is available in gold or platinum.
Article from the Rapaport Magazine - July 2017. To subscribe click here.