Sex Sells…Are You Using it to Sell Your Jewelry?

I’m an advertising junkie in the sense that I truly believe “marketing is everything.” If the type of marketing you do, whether it be brand recognition, or successful advertising that appeals to a wide array of people your product will sell, but you have to be out there all the time…consistently “brainwashing” consumers with your store’s name and product.

When it comes to diamonds, some say why pay so much for a little rock that’s just going to sit there on your finger—you can’t get use out of it like an expensive car, a house, or clothing. Our industry has successfully marketed diamonds…a diamond binds two people for eternity—the emotional appeal is out there all the time.

A few jewelers have taken the emotional appeal to another level—understanding that men by jewelry for women when:

            A. Their in the dog house.

            B. Their trying to get out of the doghouse.

C. They want to get laid.

            D. It’s an anniversary or birthday—and they want to get laid.

Pretty good reasons—don’t you think? Jewelry and SEX—can they be successfully advertised together?

Beverly’s Jewelers, in FL, had the Miami Heat Dancers sign autographs at their store. Hot looking girls will attract all sorts of men. Take a look at Steven Singer Jewelers, in PA; he holds the world’s largest bubble bath at his store, again hot girls in bathing suits. Sex appeal is not the only way to sell jewelry—you might not even agree with this type of sex appeal—but sex sells.

Now take a moment and think of how many products are out there everyday that use SEX to attract consumers—here are a few to get the gears going:

1. Paris Hilton and Carl’s Jr., burgers
2. The Axe Effect and the song they love so much “Bom Chicka Wah Wah”
3. Car commercials

Have you ever thought about throwing a SEXY event or trunk show, maybe not a bunch of vendors in a bubble bath but possibly some good looking women or men at the front door to greet your customers? What about cashing in on the fact men buy jewelry for some of the reasons above? How about an event for men, “We’re Here to Get You Out of the Doghouse,” with some hot women serving cold beers while they shop? What about Hooters girls? Distasteful or does sex sell and can it help to successfully sell jewelry?