De Beers Touts Right-Hand Rings

Following the success of its three-stone jewelry campaign, De Beers' Diamond Trading Company plans this year to promote right-hand rings. Richard Lennox, director of the diamond account for J. Walter Thompson, says the campaign exploits a hole in the market. "The non-bridal diamond ring category is dominated by pavé- and melee-set cluster rings and is largely unmarketed to," says Lennox. "We see an opportunity for diamonds and diamond jewelry to compete very hard in the area of discretionary purchases, which is an area they traditionally haven't gone after." In contrast to past De Beers campaigns, this product will not be touted as a symbol of love but rather an emblem of style—one that can be given to a woman by a man or bought by a woman for herself. "Diamonds are not particularly associated with fashion because they are so symbolic," says Claudia Rose, a senior partner at JWT and
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