Get Ready for a ‘Broader’ Right-Hand Ring Campaign

The DTC has revamped its right-hand-ring campaign—with ads that have a softer tone and, possibly, a broader range of designs than its initial launch. When the campaign kicked off in September 2003, many disliked the designs that resulted from the DTC specifications (negative space and a north-south orientation). As a result, many considered it a disappointment. But S. Lynn Diamond, executive director of the Diamond Promotion Service, says the campaign stimulated demand for nonbridal diamond jewelry, whether or not the specific designs featured in the ads did well. "I can't tell you how many retailers said to me, 'Right-hand rings aren't selling but my nonbridal-ring sales have soared,'" she says. "We launched this campaign to help grow the nonbridal-ring category. We put a name on a category. If retailers' diamond-fashion-ring business is growing, regardless of what designs they

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