Ritani: Life's defining moments

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.

Ritani: Life's defining moments

Ritani

Campaign summary

Ritani's objective is to help couples in their quest to buy an engagement ring: a defining moment in one's life. As one of life's most important and expensive purchases, engagement rings have an unusually long purchase cycle, with some unique needs around education and support for the purchaser. Ritani offers are large selection of hand-crafted rings all made in New York, as well as a "build your own ring" option. However Ritani takes the experience of buying a diamond ring one step further by offering free in-store previews (FISPs) for clients. Here the...

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