The Hip Parade: All About Cut Fine Jewelers of Baton Rouge, La.

Cut Fine Jewelers gets a moving image makeoverCut Fine Jewelers, an up-and-coming fine jewelry store in Baton Rouge, La., is not your parents’ prim and proper jewelry spot. The shop, which debuted in early 2012 as an appointment-only retailer, recently reopened as a full-service fine ­jeweler with a marketing campaign targeting young, fashion-conscious consumers. Owner Matthew Patton, who grew up in the industry (his family owns Pattons Fine Jewelry, also in Baton Rouge), announced the reopening of Cut with a series of polished, artsy videos featuring models clad in stylish fedoras, baggy tank tops, and other hipster hallmarks—looking like they just sauntered off the set of an Urban Outfitters catalog shoot. Filmed montage-style and backed by a cool soundtrack, the clips feel more like music videos than traditional ads. The campaign, says Patton, is all about differentiating Cut fro

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