In October 2006, comparable store sales of diamond Right Hand Rings increased by up to 105% compared to preceding months, as of result of the October Is Right Hand Ring Month campaign. Last year, the campaign attracted over 6.2 million people to Jewelry.com.
"The success of October Is Right Hand Ring Month underscores the importance of this market segment," said Ofer Azrielant, Chairman of Jewelry.com. "Consumers are looking for fashion-forward, high-quality diamond jewelry and clearly results from the previous promotions indicate that this is a market segment with great growth opportunities."
The program is supported by a series of print ads, retail promotions, and two online sweepstakes. The Diamond Promotion Service (DPS) is further underscoring the importance of the fashion diamond ring category with a series of promotional activities and national print and online campaigns. Print promotions include a four-page advertorial in Glamour magazine which hits newsstands September 11th. The advertorial highlights 11 new Right Hand Ring styles that will be the featured prizes in Jewelry.com's online sweepstakes at www.jewelry.com/rhr. Suggested retail price points for the collection range from $349 to $1,599.
This year also includes the introduction of Glamour magazine's Make A Statement competition. The diamond Right Hand Ring celebrates a woman's unique radiance and independent spirit and Glamour wants to know what makes their readers a diamond Right Hand Ring woman. Readers are encouraged to submit their video statement through the Glamour website. The winning submission will receive a diamond Right Hand Ring.
I have no issues with this other than I think you shouldn't limit yourself to diamonds. I think you should get yourself a fabulous ring for your right hand, but it should be made from your favorite gemstones and metals. If you prefer rubies, for example, than pass on the diamond and go with a ruby.
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[Source: The Jewelry Weblog]
