“Why fine jewelry?”
It’s the question Richmond, Va.–based jewelry store Nine Roses asked its past, present, and potential future clients in a marketing email this morning.
The brick-and-mortar shop, which is owned by millennial jewelers (and married couple) Nick DeRosa and Eliza Spell, went on to answer that question in a short and thoughtful essay that embodies a marked shift in how jewelers are (and in many cases should be) marketing to young, socially savvy shoppers.
“At Nine Roses, we understand that many of the pieces we offer in the shop might require a little saving up for,” reads the note. “In our fast-fashion-dominated world, it can seem difficult to justify a fine piece of jewelry when you’re inundated with choices costing pennies. So what’s the difference? Keep reading for a little more about the reasons why we believe fine jewelry is truly worth it.”
The email—which is coated in “millennial pink”—then delves into why precious materials are rare, with a reminder that “gold represents a mere sliver of a fraction of the materials found on planet Earth…. Since gold has been mined on a consistent basis for the last 200 years, we’re literally running out of it. Gold production worldwide has decreased 85% in the last decade, and with the increased demand for gold in nanotechnologies across the tech and medical industries, there are estimates that we will have emptied the earth of all gold within 50 years.”
The essay also addresses the longevity of real gold and gemstones—which makes them a better investment than costume jewelry—and the materials’ connection to the earth.
“Because gold does not react with many other elements, it will stay in great condition for thousands of years if taken care of properly,” reads the letter. “You can rest assured your pieces will be able to be passed down from generation to generation and resist tarnishing. Where do you think #staygold comes from? See, science is cool. Speaking of forever, diamonds are commonly known to be one of the most indestructible materials we’ve found. It’s true that only diamonds can cut diamonds, making a well-cared-for gem almost guaranteed a lifetime of beauty. Perhaps more interestingly, did you know diamonds are formed about 100 miles below the earth’s crust, and every diamond is estimated to have been formed millions, if not billions, of years ago as Earth itself was forming? Wearing diamonds can be a very grounding experience when you realize that the stone can directly connect you to the billions of years of Earth’s very existence.”
Finally, the essay takes aim at the environmental destructiveness of fast fashion: “It’s easy to fall into the trap of a cheap new necklace for your night out, but these pieces can have extremely harmful side effects for both you and the planet…. Saving money sounds a lot less appealing when you realize those savings are taken directly from the safety of you, your family, and our planet.”
The letter, which showcases an array of low-key luxe gold pieces from Nine Roses collections, circles back to the shop in the end: “At our shop, we’re here each day to introduce you to the world of fine jewelry and walk you through the process of choosing your next piece. Come by today to play, try things on, and feel the difference of real jewels. We promise you’ll walk away with a greater appreciation for fine jewelry.”
The email is a particularly modern-feeling piece of marketing. There’s not a hint of “Come on down for the big sale!” bravado in it, yet it’s a clear invitation to join the party.
The desire to be transparent, and shed all hyperbole in the promotion of its products, recalls marketing efforts by digitally native brands such as Everlane and AUrate.
Millennial and Gen-Z jewelry consumers are interested in value and uniqueness. And by answering the simple question “Why fine jewelry?” in a way that’s highly educational (yet entertaining), the retailer tethers those two qualities to its own sparkling offerings.
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