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DTC Takes ‘Right Hand Diamond Ring’ to Next Level

Mar 25, 2005 4:10 PM   By Amber Michelle
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(Rapaport...March 25, 2005) The Right Hand Diamond Ring is beginning to capture the attention of consumers. According to research conducted by advertising agency J. Walter Thompson (JWT) on behalf of the Diamond Trading Company (DTC) in 2004, the category grew by 15 percent in value from 2003. The Right Hand Diamond Ring campaign was launched in September 2003 as a way to boost sales of diamond fashion rings.

The research found that 39 percent of women are aware of the Right Hand Diamond Ring (a 14 percent increase from the previous year.) The research also discovered that out of that 39 percent of women, one third wish to purchase or receive a Right Hand Diamond Ring; another one third are considering the purchase of some type of diamond ring.

As a result, the DTC in conjunction with JWT is launching the second phase of its Right Hand Diamond Ring initiative with a new print ad campaign shot by fashion photographer Craig McDean, whose work is published in Vogue and W magazines.

McDean was selected for his ability to capture images in such a way that consumers can relate to them. The images will evoke personal feelings and experiences, while the copy will continue to celebrate a woman’s independence and personal style. The ads will debut in fashion and lifestyle magazines during April 2005 and will feature 15 new ring designs. The new designs meet the criteria established by the DTC for the Right Hand Diamond Ring: One diamond of .20 carats or more, negative space and/or a north south orientation.

Tags: Consumers, DTC
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