Our Expert Cures Your Ads

Patient History
Guliani’s Fine Jewelry opened in Charlotte, NC, just last year. Its owner, Shanu Guliani, said she had dreamed of owning a store since working in her father’s jewelry business. The radio ads were produced by a local radio station, written by Shanu and her best friend. The goal: To get men to hang out at the store while their women shopped for jewelry. 

The Diagnosis
I was pretty confused on the creative approach for a jewelry store that represents designers such as Hearts on Fire and Scott Kay and that touts a private diamond room. The spot is voiced by an obvious radio DJ. In fact, I bet this very announcer voices 20 other commercials in the Charlotte area. This is a big no-no. Second, are you a jeweler or a sports bar? Look, it’s OK to have all of these things in your store, but this commercial starts off with a football commentator, talks about beer with bottle sound effects, mentions ESPN and flat screens and we’re nearly halfway through with no mention of jewelry at all. It’s 100-percent male focused, which is fine, if that’s the station demo. But then why are you talking about brands, your own custom piece and the chance to win a spa treatment? It is off-base and off-brand — if you truly are a “designer” store. 

The Remedy
I am sure you are a very bright woman with great tenacity. I’m sure you have a very nice store. Leave the copywriting and producing to a professional who understands the luxury market. Stay away from freebie radio station talent. And by all means, don’t underestimate your male customer. He is worth more than a six-pack. - Ellen Fruchtman 

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