DTC Launches Second Phase of Right Hand Ring Campaign

The DTC is about to launch the second phase of the diamond right hand ring marketing campaign with two new ads which will appear in international fashion magazines such as W and Vogue.

The right hand ring campaign was launched in September ‘03, and by last year the non-bridal fashion diamond ring category had grown by 15 percent in value.

Behind the campaign is a recognition of a woman’s desire to buy or receive diamond jewelry outside of the traditional occasions of engagements or anniversaries. The right hand ring was touted to showcase her independence and personal style. To feed this desire and fuel consumer demand, the DTC is launching the next evolution of the right hand ring marketing campaign that gives consumers a clear and simple choice.

The first two ads will appear next month, with an additional two currently in development and slated appear during the summer. 

DTC’s ad agency JWT picked a renowned fashion photographer, Craig McDean, to create the new ads, showing women in personal surroundings.  The photographs and copy in the new ads reflect subtle shifts in style, evoking personal feelings and experiences and the copy is filled with phrases that target the strong and independent woman. For example, ‘Your Left Hand Says You’re Taken, Your Right Hand Says You Can Take Over’. The line ‘Woman Of The World, Raise Your Right Hand’ continues to close the copy.

The ads will feature 15 new rings, selected from a group of submissions. The designs are based on current successes at retail and are there to captivate the consumer as manufacturers begin to create their own right hand ring collections to further increase sales opportunities. 

JWT says the campaign encourages the trade to consider diamond right hand rings that are within the design criteria (they must include at least one diamond of 0.20cts or more and must include negative space and/or a north south orientation) but not be limited to the rings featured in the ads.

The agency says that data shows that those in the trade who have been able to apply the design criteria to their own right hand rings are reaping the benefits of this 15 percent increase.