Campaigns Set For October is Diamond Right Hand Ring Month

The Diamond Promotion Service (DPS) and Jewlery.com are gearing up for their previously announced October is Diamond Right Hand Ring Month with a range of marketing programs aimed at helping retailers get a share of the $4 billion sector.

Last year, 5.4 million fashion rings were sold - a 15 percent increase on 2003 – and this year the Diamond Trading Company (DTC) will spend around 22 percent of its advertising budget on the Right Hand Ring campaign.

The broadened definition of a Diamond Right Hand Ring (any non-bridal ring typically worn on the right hand featuring at least one significant diamond), is seen as a way for retailers to widen their collections with new designs and get their share of the $4 billion market.

The national marketing campaign will see several marketing efforts including 25 print ads in a wide range of consumer publications that support Diamond Right Hand Rings from the DTC and participating retailers. In addition, there will be national publicity exposure on E! Entertainment TV.

The DPS will send out a mailing to 7,000 retailers around the country in September to help them in building a Diamond Right Hand Ring collection, aimed at boosting consumer demand.

There will also be a feature called The Ring True Test on the adiamondisforever.com website, an interactive program aimed at helping women find the ring that best suits them. The quiz also has the advantage of letting men use the quiz to help them determine which ring would be the perfect gift.