For the third year running, Jewelry.com is celebrating “October is Right Hand Ring Month.”
In October 2006, comparable store sales of diamond right hand rings increased by up to 105 percent compared to preceding months, as of result of the October Is Right Hand Ring Month campaign, according to Jewelry.com. Last year, the campaign attracted more than 6.2 million people to the Web site.
“The success of October is Right Hand Ring Month underscores the importance of this market segment,” said Ofer Azrielant, chairman of Jewelry.com. “Consumers are looking for fashion-forward, high-quality diamond jewelry and clearly results from the previous promotions indicate that this is a market segment with great growth opportunities.”
The program is supported by a series of print ads, retail promotions, and two online sweepstakes. The Diamond Promotion Service is further underscoring the importance of the fashion diamond ring category with a series of promotional activities and national print and online campaigns. Print promotions include a four-page advertorial in Glamour magazine in September. The advertorial highlights 11 new Right Hand Ring styles that will be the featured prizes in Jewelry.com’s online sweepstakes at www.jewelry.com/rhr. Suggested retail price points for the collection range from $349 to $1,599.
This year also includes the introduction of Glamour magazine’s “Make A Statement” competition. The diamond Right Hand Ring celebrates a woman’s unique radiance and independent spirit and Glamour wants to know what makes their readers a diamond Right Hand Ring woman. Readers are encouraged to submit their video statement through Glamour Web site. The winning submission will receive a diamond Right Hand Ring.
Founded in 2001 as a one-stop jewelry resource for consumers, Jewelry.com connects jewelry shoppers with national, multi-channel jewelry retailers, including Gordon’s, Helzberg, JCPenney, Macy’s, Sears, Kay Jewelers, and Zales, representing 5,500 individual storefronts.