Journey Diamond Jewelry - with every step, love grows

A campaign (2006-7) for the Diamond Trading Company (DTC). Business objective: incremental diamond jewellery sales increase in the US, $1bn by end 2007.

Journey Diamond Jewelry

I. BUSINESS SITUATION AND CAMPAIGN BACKGROUND

As the agency for the Diamond Trading Company (DTC), our role is to create and maintain programs that generate consumer desire for diamond jewelry. Our goal is to conduct research, develop product strategies, and produce marketing campaigns that will benefit all 50,000+ jewelers that sell diamonds, driving over $30 billion dollars in retail sales annually.

Our track record was immaculate: 59% sales growth since 1998 fuelled by an image of “the perfect romance,” with perfect couples celebrating perfect occasions. But by 2005, sales of our most recent concept – Past, Present...

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