For the second consecutive year, Jewelry.com and the Diamond Promotion Service will support and promote a marketing campaign aimed at increasing right-hand ring sales during the month of October, the two organizations said in a statement. Based on its campaign’s success in the previous year, they plan to expand the program this year.
Additional finances and resources, including a 20 percent larger financial commitment from DPS, will support a program of print ads, retail promotions, and a sweepstakes. New this year is a four-page advertorial in Glamour magazine’s “Guide to Shopping,” which hits newsstands in September. The advertorial will highlight 17 new right-hand ring styles that will be the prizes in Jewelry.com’s online sweepstakes. suggested retail price for the collection range from $99 to $2,599.
Last October, national retailers saw comparable store sales of right-hand-rings increase between 16 percent and 53 percent as of result of the “October Is Right Hand Ring Month” promotion by Jewelry.com and DPS, according to the joint statement. The promotion attracted more than 4.2 million people to Jewelry.com, a 70 percent increase over their average monthly traffic.
According to Jewelry.com surveys, before the 2005 October promotions, only 40 percent of respondents had heard of the right-hand-ring. After the promotion, 76 percent said they were aware of the new product category.
“Clearly there is an opportunity for retailers to grow this fashion category,” said Ofer Azrielant, chairman of Jewelry.com, which uses the Internet to connect jewelry consumers with national, multi-channel jewelry retailers, Helzberg, JCPenney, Macy’s, Sears, and Zales.