Saying ‘I Do’ to Gold
A new bridal campaign called “Gold Makes It a Marriage” from the World Gold Council puts karat gold wedding bands in the spotlight as the ultimate symbol of commitment. “Long after the cake has been eaten, the ‘I do’s’ are said and done, and the details begin to fade, it is the gold marriage rings that will remain with you as the ultimate symbol of love,” says David Lamb, managing director of jewelry for the WGC.
The campaign—which features couture bridal designer Amsale Aberra as its high-profile face—takes a multichannel approach to consumers through targeted print and online advertisements and social media. On the WGC’s Facebook page, couples can explore a virtual ring gallery, along with a “Make It a Match” application, which analyzes a couple’s individual Facebook profiles, posts, and interests to identify what they have in common.
“There won’t be a bride in America who misses it,” says Lamb, referring to dozens of ad placements in trade and consumer outlets—including The New York Times, TheKnot.com, and Martha Stewart Weddings—through June 2012.
Despite the high cost of gold and stiff competition from contemporary metals in the men’s ring category, the WGC hopes to remind couples of the central importance of their rings in the wedding. “The rings represent value over a lifetime,” says Lamb.
Launching in stores nationwide this month is H.Stern’s Copernicus collection, inspired by the work of astronomer Nicolaus Copernicus (1473–1543). Six styles—two pairs of earrings, three rings, and one pendant—are available for wholesale, rendered in Noble gold and featuring interconnected nets of diamond-studded stars on rings and as orbs hanging from delicate chain necklaces and earrings. Statement pieces in 18k yellow gold, meanwhile, will be available for purchase in H.Stern stores. Suggested retail prices start at $1,200.
|Copernicus drop earrings in 18k Noble gold with diamond accents; $2,300–$6,200; H.Stern, New York City; 800-7-HSTERN; hstern.net||H.Stern Copernicus rings in 18k Noble gold with diamond accents; $3,910, $7,700, $11,200|