Check Out This Clever Marketing Promotion: Jewelry Greeting Cards

An intricate paper ring pops out of each card

When Christiane and Oliver Hampel, the German-born goldsmiths and jewelry designers behind Hampel Design, created a series of greeting cards embedded with 3-D paper rings as a marketing promotion, they were surprised at how smitten their clients were with the delicate cutouts.

“We were looking for a unique marketing idea to promote our jewelry collection,” recalls Oliver. “After showing the cards to friends and family, we were convinced that the cards should be part of their own unique collection. We wanted people to receive a free sample of our vision and creativity without giving away an expensive silver or gold piece of jewelry.”

Courtesy Jewelry Greetings

Ring designs from Jewelry Greetings

The Hampels’ great idea is now an ancillary start-up business, dubbed Jewelry Greetings, with its own Facebook and Kickstarter pages. On Kickstarter, the duo is campaigning to raise $6,000 to execute a sizable initial production run for the cards.

The concept, which borrows amply from origami, is simple but unexpected: Users punch out the paper ring along the perforated lines, then follow brief instructions to fold it into a wearable shape.

The couple is based in Naples, Fla., and work primarily with 18k gold and sterling silver. Oliver says the major challenge in designing foldable rings was “creating beautiful rings that could be folded from a single piece of paper and keep their shape without the help of glue. If you bend metal it will always stay in the shape you formed it.”

Courtesy Jewelry Greetings

The six 3-D paper ring designs from Jewelry Greetings

JCK Magazine Editor