Right-hand ring promotion drove category sales

A month-long right-hand ring promotion resulted in increased comparable sales ranging at participating from 16 to 53 percent.

The promotion, “October Is Right Hand Ring Month,” launched by Jewelry.com and the Diamond Promotion Service, drove retail sales of any diamond fashion (non-bridal) ring typically worn on the right hand, Jewelry.com said in a statement.

Throughout the month, retail stores nationwide were supported by a multi-million dollar advertising and public relations program, promoting the diamond category celebrating a woman’s desire to treat herself and acquire a diamond ring, Jewelry.com said in a statement. The retailers, Zales, Sears, Macy’s, JC Penney, Helzberg Diamonds, and Finlay, are all partners with the Jewelry.com Web site. All of the department store chains held in-store events, and supported signage, banners, and direct mail advertising promoting right-hand rings.

Jewelry.com took the right-hand ring message to its 2.2 million registered users. The Jewelry.com promotion included:

• A micro-site to support the campaign, including editorial and fashion features on the right-hand ring.
• A month-long sweepstakes event offering consumers a chance to win a selection of right-hand Rings
• Extensive presence of the right-hand ring on the site’s home page
• Extensive online marketing

The promotion resulted in more than 4.2 million visits, more than 80,000 entries in a right-hand ring design contest and more than 60,000 referrals to retailers that partner with the Web site, Jewelry.com reports.

Since the launch of the campaign in 2003, the non-bridal, fashion diamond ring category has seen sales jump by up to 15 percent, Jewelry.com reports. Broadening the definition accelerated the category growth in the month of October up to 53 percent at participating retailers.