For the first time, the Great Neck, N.Y.–based manufacturer is offering independent accounts its very own TV commercial.
Le Vian previously has produced television commercials for its chain store accounts (think Kay Jewelers and Jared the Galleria of Jewelry), but now independent jewelers—“those with less than five stores,” says CEO Eddie LeVian—can reap the same advertising benefits.
Dubbed "The Kiss" the 30-second spot features a man and a woman in an embrace, with the female actress clearly smitten with the Le Vian Chocolate Diamond pendant necklace and ring she’s just received her beau.
“Independents struggle to create commercials for themselves,” explains LeVian. “We wanted to give them a big-budget production—way into the six figures—to help them be competitive in their own markets.”
The jewelry featured in the commercial speaks to several of the trends, including gladiator and wave effects and cushion shapes, outlined in Le Vian’s 2014 trend forecast. The jewelry is also from a collection sold exclusively at independent stores.
About 100 hundred accounts have already committed a portion of ad budgets to using the spot, and LeVian expects another 100 to follow suit. Retailers can further customize the commercial for their local markets, and use a behind-the-scenes making-of video in their store and on their social media channels. The commercial’s actor and actress will also on hand at JCK Las Vegas 2014 for Le Vian’s 2015 trend forecast and to mingle with store owners.
Look for the commercial to air in early November. It will run for 18 months in 200 U.S. and international markets.