Diamond Campaign Makes a Declaration

"This Christmas, make a declaration." So exhorts the Diamond Trading Company's fall diamond jewelry advertising campaign. Building on previous themes, the campaign focuses on three key areas of diamond jewelry marketing: the "Past, Present, and Future" three-stone jewelry campaign; the "statement diamond" campaign; and fancy-shape diamonds. This is a challenging Christmas season, says Seth Grossman, director of market planning for J. Walter Thompson, DTC's advertising agency. While holiday acquisition rates of diamond jewelry have jumped 26% by volume over the past five years, the 2002 holiday selling season is a week shorter than usual, with only three weeks between Thanksgiving and Christmas. The overriding theme for the fall campaign is "Make a Declaration [of love]." It was developed after DPS and JWT examined both diamond jewelry sales trends and the American psyche as it moved
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