Patient History 

Eve Alfillé is located in downtown Evanston, IL, and has been in business for 30 years. Its strong suit is custom-design jewelry. This ad ran in Chicago Fashion — which is affiliated with Chicago Magazine. It was created internally, and according to the designer, received “good feedback.” 
 
 

The Diagnosis 

Good feedback, huh? I just want to make sure that it’s not your aunt telling you she loved it. At the risk of sounding like a broken record, why do fine jewelry designers feel they are equipped to design ads? My graphic designers don’t design jewelry. This ad misses the boat on a few communication levels. First, in no way does it convey what they specialize in — which is custom design. Yes, we see an earring. But, we have no idea it was custom-created. The piece itself is minuscule in the ad — I see a huge headline, a woman’s face and the website address first. The name of the store — and the jewelry itself — takes a big backseat. In the e-mail I received, the jeweler says this: “The earrings are called ‘Star of the East’ from Eve’s ‘Ombre et lumiere’ series. They are platinum and niobium, with two amazing natural fine aquamarines and diamonds.” That sounded amazing. I couldn’t wait to see the jewelry. You let me down, Eve J. Alfillé. I want to see the beauty of those earrings. I want you to make me want them — in a unique and clever way.  
 
 

The Remedy 

Invest in a professional photographer who specializes in shooting fine jewelry. It’s not that expensive. Develop a campaign that says “this is the place I need to go for custom designed jewelry.” Look at the ads in Chicago Magazine and make sure you’re very different. Because, you evidently are. Art is risk. So is great advertising.