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Strokes of Genius

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Jewelry has a long history of great ideas. For a current trendy example, take the diamond line bracelet. Other ideas, however, have not been so widely welcomed. Let’s take a look at some jewelry concepts that have succeeded and some others that, well, wouldn’t.

GREAT IDEAS

?Something Blue?  
Tennis Bracelets  
Tolkowsky’s Ideal Cut Diamonds  
The Velvet Jewelry Box  
?Spend Two Months Salary?  
Hearts and Arrows  
The Sweet Sixteen Pearl Necklace  
Cognac Diamonds  
Chokers  
College Fraternity Rings  
Jewelry Store  

NOT-SO GREAT IDEAS

?Something Blew? 
Wrestling Bracelets 
Big Jim’s Sloppy Cut Diamonds 
The Ziploc Jewelry Baggie 
?Give Us Your First-born? 
Hammers and Sickles 
The Midlife Crisis Diamond Cufflink 
?Ripple? Diamonds 
Choking 
Jailhouse Posse Nipple Rings 
JewelryStore.com 

THE END ZONE

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when harry met sally (reprise)

This time around, we offer you a jewelry advertising campaign that we’d love to see: 

TV AD: THE SCREAMER
(Open on a nice restaurant, where a nervous man sits across from an excitable young woman. They have finished their dinner and are having a conversation. There’s an awkward silence.) 

MAN: Sally, there’s something I want to ask you … 
(Knowing what’s coming, she lets out a small squeak of excitement.) 

WOMAN: Oh! 

MAN: Well, we’ve been together for two years now … and … ummm … 

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(Another, louder squeal from her as the question approaches.) 

WOMAN: Ooh! 

MAN: Well, I was thinking … you know … 

(An even louder squeal.) 

WOMAN: OOH! 

(The man is so nervous he rushes the next line.) 

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MAN: Well, you know I was thinking maybe you and I and … umm … and well, I was thinking … Katherine, will you marry me? 

(As he finishes he pulls out an oversize ring box. The woman squeals again, louder than ever.) 

WOMAN: AAAAH! 

(The man opens the box to reveal a very undersized diamond ring. Cut to the woman’s horrified face.) 

WOMAN: AAAAAAARGHHHHH! 

(Cut to the man: looking terribly mortified as he realizes his diamond is too small. Cut to title card.) 

Title: Who says size doesn’t matter? The diamond company recommends spending at least two months … no wait … make that three month’s salary. Or more. Yes. More. 

Title: Visit your local diamond retailer today, and learn to how to select a diamond that will make her scream with joy, not disappointment. 

(Cut to the restaurant. The man sobs quietly in his soup, the woman still screams.) 

FADE TO BLACK.

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SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Most Popular

In the End

Strokes of Genius

Published

on

Jewelry has a long history of great ideas. For a current trendy example, take the diamond line bracelet. Other ideas, however, have not been so widely welcomed. Let’s take a look at some jewelry concepts that have succeeded and some others that, well, wouldn’t.

GREAT IDEAS

?Something Blue?  
Tennis Bracelets  
Tolkowsky’s Ideal Cut Diamonds  
The Velvet Jewelry Box  
?Spend Two Months Salary?  
Hearts and Arrows  
The Sweet Sixteen Pearl Necklace  
Cognac Diamonds  
Chokers  
College Fraternity Rings  
Jewelry Store  

NOT-SO GREAT IDEAS

?Something Blew? 
Wrestling Bracelets 
Big Jim’s Sloppy Cut Diamonds 
The Ziploc Jewelry Baggie 
?Give Us Your First-born? 
Hammers and Sickles 
The Midlife Crisis Diamond Cufflink 
?Ripple? Diamonds 
Choking 
Jailhouse Posse Nipple Rings 
JewelryStore.com 

Advertisement

THE END ZONE

when harry met sally (reprise)

This time around, we offer you a jewelry advertising campaign that we’d love to see: 

TV AD: THE SCREAMER
(Open on a nice restaurant, where a nervous man sits across from an excitable young woman. They have finished their dinner and are having a conversation. There’s an awkward silence.) 

MAN: Sally, there’s something I want to ask you … 
(Knowing what’s coming, she lets out a small squeak of excitement.) 

WOMAN: Oh! 

Advertisement

MAN: Well, we’ve been together for two years now … and … ummm … 

(Another, louder squeal from her as the question approaches.) 

WOMAN: Ooh! 

MAN: Well, I was thinking … you know … 

(An even louder squeal.) 

WOMAN: OOH! 

Advertisement

(The man is so nervous he rushes the next line.) 

MAN: Well, you know I was thinking maybe you and I and … umm … and well, I was thinking … Katherine, will you marry me? 

(As he finishes he pulls out an oversize ring box. The woman squeals again, louder than ever.) 

WOMAN: AAAAH! 

(The man opens the box to reveal a very undersized diamond ring. Cut to the woman’s horrified face.) 

WOMAN: AAAAAAARGHHHHH! 

(Cut to the man: looking terribly mortified as he realizes his diamond is too small. Cut to title card.) 

Title: Who says size doesn’t matter? The diamond company recommends spending at least two months … no wait … make that three month’s salary. Or more. Yes. More. 

Title: Visit your local diamond retailer today, and learn to how to select a diamond that will make her scream with joy, not disappointment. 

(Cut to the restaurant. The man sobs quietly in his soup, the woman still screams.) 

FADE TO BLACK.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular