The Diamond Trading Company: Raise Your Right Hand campaign

Rayna Bailey



OVERVIEW

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry and reaching untapped consumer niches to help expand the sale of diamonds. With its promotion of eternity rings, diamond tennis bracelets, and three-stone anniversary jewelry, DTC's advertising resonated in particular with American consumers. According to the trade organization Jewelers of America, in 2000 retail sales of diamonds in the United States reached record levels, accounting for more that half of the $57.5 billion in retail diamond sales worldwide. Always watching for ways to introduce classic diamond jewelry to new market niches, in 2003 DTC introduced the right-hand ring.

With the support of its longtime advertising agency, New York-based J. Walter Thompson, the right-hand ring was introduced with a multimillion-dollar campaign that sent the message that diamond rings were no longer just for engagements and weddings. Themed "Raise Your Right Hand," the campaign featured print ads in fashion magazines and targeted baby-boomer women with annual household incomes of $100,000 or more. Ads included photos of fashion models dressed in evening clothes showing off the rings; the copy declared, "Your left hand says 'we.' Your right hand says 'me.' " Women were encouraged to change their way of thinking about diamond rings. Not only could women wear them to express their individual style, but they could buy the rings for themselves rather than waiting to get a diamond as a token of a man's love.