Cavallo Fine Jewelry & Gifts is owned and operated by husband-and-wife team John DiGregorio and Connie Rovigo. The store is located about 2-1/2 hours north of New York in horse country (Connie is an avid equestrian) and specializes in “custom design for all budgets.” They also do repairs, “can beat anyone’s prices for round diamonds” and they do some work for the trade industry. They spend $52 a month in advertising and rely heavily on word-of-mouth.

Ellen Fruchtman

THE DIAGNOSIS: I really root for the little guy and particularly love businesses that strive to be different. Alas, this is an advertising critique, and they get a big horse "nay" in that arena. Grammatical errors abound. Hideous photography detracts from the product. There is no consistency whatsoever in the three ads. Not one conveys the tone or the special feeling these owners have for their store — or their customers.

THE REMEDY: Find a local, yet qualified, graphic designer in your area who will create a look for you that is in harmony with the image you want to portray. And, if you must use carrots, peel them!

(Fruchtman is president of Fruchtman Marketing, a full-service agency. E-mail her at This e-mail address is being protected from spambots. You need JavaScript enabled to view it )
 
 

Katy Briggs

THE DIAGNOSIS:  While the ads' overall appearance is somewhat amateur, that is actually part of their charm. They offer simple messages and clear information. I particularly like the "Buy Local" message; it is a perfect fit for the clientele looking for custom designs with unique, local flair.

THE REMEDY: While the casual tone works for this store, I would suggest more attention to the design of the ads. Developing a consistent, branded look for the campaign could improve recognition and provide a more professional look while maintaining the endearing, folksy quality.

(Briggs is VP of brand strategy at Willoughby Design. E-mail her at This e-mail address is being protected from spambots. You need JavaScript enabled to view it )

Andy Malis

THE DIAGNOSIS: The first job of the ad is to get read, and these ads use arresting images to get the reader's attention. However, the overall design is not up to par with their jewelry's designs.

THE REMEDY: Create a new campaign that consistently makes their unique designs the hero of the ad. This approach is differentiating enough and will provide the "stopping power" necessary.

(Malis is president of MGH, a full-service marketing communications firm. E-mail him at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .)