Wax Jewelry Design Studio was founded in 2006 in Pittsburgh and specializes in custom design, most of which is created by owner Keith Belles. Its customers, typically women in their 30s and 40s are looking for totally unique designs — it’s not about the diamond or the size. The print ads (and website) were designed by Paul Schifino of Schifino Design.

Ellen Fruchtman

THE DIAGNOSIS: I really love these magazine ads. I would imagine these really popping off of any page, but most of all, I love the simplicity; the use of negative space and the use of nice photography to showcase what Wax does best — the unique design of their own custom jewelry. The ads (other than the Valentine version) have a definitive look and feel — which is exactly what you want in your advertising. You can tell a professional was involved. If you want to be perceived as a professional operation, there’s nothing like hiring professionals to do what they do best. Some may question the size of the type, as well as utilizing reverse white type on black — which can be somewhat difficult to read. However, they don’t cater to the “reader glasses” generation (like me) and I’d rather squint a little than give up what they have managed to achieve in these ads.

THE REMEDY: Keep doing what you’re doing. You’ve managed to tell me exactly who you are and what you do best in one turn of the page. Bravo!

(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:  My first impression of the advertising for Wax Jewelry Design Studio is “eclectic.” I have an appreciation for the idea they are conveying. The brand message coming through tells me this is not a typical jeweler. But this is also not typical jewelry and they seem to understand what makes their store and their customers unique. I do struggle with the variety of content — while it may be appealing to some, there is a lot going on. Multiple type treatments and fonts are used and the upper case fonts are a bit distracting and difficult to read. I’m also a bit confused by the use of famous quotes. There just seems to be a lot of design elements in play. There is something interesting and offbeat about the concept, but choosing one or two elements as a focal point might provide a quicker read for the audience.

THE REMEDY: I will give credit for the fearlessness of this work. It does get my attention. There is an interesting glimpse of the creativity at play with this custom jeweler. It is crystal-clear to me that this is not your run-of-the-mill jewelry store, and I believe that is the point.

(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: I strongly believe that jewelry stores that specialize in custom designs should use their advertising to display their products. A typical jewelry store cannot differentiate on product, but custom design can and should. However, the ads need some urgency or news value to become relevant.

THE REMEDY: Without changing the overall design, I’d suggest showcasing “Newest Designs” or “Keith Belles’ Latest Creations.” Don’t assume the reader knows that someone in that store is the artist.

(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 .)