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Big Survey 2022: Jewelers Reveal the Marketing Campaigns They Wished They’d Thought Of

Romantic, enduring and sentimental (in a clever way), summed up the ads.

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IT’S BEEN 75 years since copywriter Frances Gerety came up with the tagline “A Diamond Is Forever” to help De Beers market its diamonds, and it’s still in use by the company, still encouraging couples to imagine their love as eternal, and still prompting jewelers to think, “Dang, I wish I’d come up with that.”

The campaign helped usher in the modern commercial era of the diamond engagement ring and continues to be used for De Beers’ Forevermark brand. It’s a sentiment that is echoed on the jewelry store salesfloors around the country every day, and was the top choice when we asked jewelers in the 2022 Big Survey what slogan, promotion or campaign they wished they’d thought of. “No need to tell you why because it is stated perfectly,” explained one jeweler of his choice.

Second place was “Every Kiss Begins With Kay” from the predominantly mall-based chain.

“Amazing to me how many people know it,” said survey respondent. Added another: “Very catchy and I haven’t had cable in 15 years but still remember it.”

At No. 3 was another De Beers classic: “Diamonds are a Girl’s Best Friend.” “Says it all,” noted one jeweler. And rounding out the top 5 were “Chocolate Diamonds” (Le Vian’s remaking of a once overlooked colored diamond into a desired gemstone) and a clutch of corporate jewelry campaigns tied at No. 5:

  • “You never actually own a Patek Philippe”
  • “If you dream it, we can build it” by Lowes
  • “I am loved” by Helzberg

Honorable mentions went to “Anything by Steven Singer”, the endearingly provocative Philadelphia jeweler, and a tag line seen in small towns and communities across America: “Where — gets engaged.”

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As for non-jewelry ads cited by the survey respondents, Nike’s “Just do it” campaign came top with a couple of jewelers also mentioning the old McDonald’s earworm for its Big Mac burgers: “Two all beef patties special sauce cheese pickles lettuce on a sesame seed bun.”

The 2022 INSTORE Big Survey was conducted via an online form from mid-August to September and taken by almost 750 North American jewelry store owners and managers. The final results will be published in the November edition of INSTORE.

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