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Last updateTue, 09 Feb 2016 8pm
Jewelers for Children announces 2016 Rings of Strength Tour

Jewelers for Children announces 2016 Rings of Strength Tour

Bike, run or walk to help children in need

Jewelers...

The Story Behind the Stone: Diamond & gemstones cut to push light performances

The Story Behind the Stone: Diamond & gemstones cut to push light performances

Transparent gemstones and diamonds are magnets of ...

Darling Imports helps you keep up with the trends

Darling Imports helps you keep up with the trends

Every year consumers concern themselves with fashi...

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10 Diamond Encrusted Items

10 Diamond Encrusted Items

Here are 10 items that probably don’t need diamonds. Also included: diamond-like encrusted objects, because they too can be shiny and cost an absurd amount of money, apparently.

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Industry Events

Midwest Jewelers Conference & Show - A new show with a history

Midwest Jewelers Conference & Show - A new show with a history

 

The 2016 Midwest Jewelers Conference & Show (MJC) is the “new” Jewelers Educational Conference, a regional jewelry conference and show that has been held biannually in suburban Kansas City, Missouri for 16 years. The name change, along with a mo...

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On The Move

Texas Institute of Jewelry Technology awards outstanding students

Texas Institute of Jewelry Technology awards outstanding students

An awards ceremony was held for students attending the Texas Institute of Jewelry Technology (TIJT) at Paris Junior College at the end of the fall semester.

Winners of a student design contest were: Jonathan Martin in CAD/CAM, Tony Henderson in Wax Ca...

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What's New

ASHI Diamonds launches Bridal 2016 marketing program

ASHI Diamonds launches Bridal 2016 marketing program

(NEW YORK) - ASHI Diamonds is excited to unveil its New 2016 Bridal Book - “The Perfect ONE for Her.” Every bride experiences the trials and tribulations of finding the perfect bridal ring. In showcasing proven evergreen designs as well as the latest ...

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Featured Articles

Esperanza Diamond Tour starts in Arkansas

Esperanza Diamond Tour starts in Arkansas

Hailed as most valuable diamond ever found in U.S.

There are events that happen with such incredible timing and good fortune it almost seems like divine intervention is at work. Such is the case with the 8.52-carat Esperanza Diamond rough. From its se...

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Latest News

10 Diamond Encrusted Items

3 DAYS AGO
10 Diamond Encrusted Items

Here are 10 items that probably don’t need diamonds. Also included: diamond-like encrusted objects, because they too can be shiny and cost an absurd amount of money, apparently.

Readmore

Teenager gets to keep $20,000 gold bar found in German lake

3 DAYS AGO
Teenager gets to keep $20,000 gold bar found in German lake

Gold prices up 5% since start of year

Swimming in an Alpine lake on a warm August day has many allures, but for a German teenager it fortuitously became the best investment decision in her young life.

The teenage girl from Germany, who remains anonymous, last summer found a gold bar at the bottom of t...

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Jewelers for Children announces 2016 Rings of Strength Tour

12 DAYS AGO
Jewelers for Children announces 2016 Rings of Strength Tour

Bike, run or walk to help children in need

Jewelers for Children (JFC) will hold the fourth installment of the very popular Rings of Strength on Thursday, June 2 in Las Vegas. Start time will be at 5:30 a.m. outside the tour bus entrance at the Mandalay Bay Resort Casino. Participants will be able to...

Readmore

Midwest Jewelers Conference & Show - A new show with a history

12 DAYS AGO
Midwest Jewelers Conference & Show - A new show with a history

 

The 2016 Midwest Jewelers Conference & Show (MJC) is the “new” Jewelers Educational Conference, a regional jewelry conference and show that has been held biannually in suburban Kansas City, Missouri for 16 years. The name change, along with a move to Kansas City’s downtown Power & Light Ent...

Readmore

Texas Institute of Jewelry Technology awards outstanding students

12 DAYS AGO
Texas Institute of Jewelry Technology awards outstanding students

An awards ceremony was held for students attending the Texas Institute of Jewelry Technology (TIJT) at Paris Junior College at the end of the fall semester.

Winners of a student design contest were: Jonathan Martin in CAD/CAM, Tony Henderson in Wax Carving and Andrew Ferguson in Fabrication and Desig...

Readmore

Industry veteran Michael Haider joins Taché USA as VP of Sales

17 DAYS AGO
Industry veteran Michael Haider joins Taché USA as VP of Sales

(NEW YORK) – Taché USA, a leading manufacturer of fine diamond jewelry, from bridal to fashion, is pleased to announce that industry veteran Michael Haider has joined the company as Vice President of Sales.

Michael will have the responsibility of working with existing customers as well as developing n...

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ASHI Diamonds launches Bridal 2016 marketing program

3 DAYS AGO
ASHI Diamonds launches Bridal 2016 marketing program

(NEW YORK) - ASHI Diamonds is excited to unveil its New 2016 Bridal Book - “The Perfect ONE for Her.” Every bride experiences the trials and tribulations of finding the perfect bridal ring. In showcasing proven evergreen designs as well as the latest trends to hit the bridal market, ASHI’s Bridal lin...

Readmore

Jewelry Website Designers rolls out exciting new website

12 DAYS AGO
Jewelry Website Designers rolls out exciting new website

Jewelry Website Designers (JWD), a leading designer of websites for the jewelry industry, has announced the launch of a completely new website ( www.jewelrywebsitedesigners.com ) for 2016 that includes more intuitive navigation, and a line up of valuable add-on services enabling independent jewelers t...

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Stuller promotes diamonds at retail on national television

(LAFAYETTE, La.) – Stuller recently promoted diamonds as an “enduring gift for a lifetime” in an effort to aid independent retailers by increasing consumer awareness during the holidays.

Popular national TV home show “Designing Spaces” may seem the least likely place to pitch diamonds. But Stuller, a DTC Sightholder, landed an opportunity on one of the show’s annual holiday gift specials that has the potential to publicize its emotional appeal for The Red Box Diamonds® Program to 80 million U.S. households via broadcasts through Christmas. The “Designing Spaces’” audience, described as mostly female, between the ages of 25 and 55, with a median household income of $65,000 is the core base of diamond sales.

In late August, Claudia Evans Zale, business development director for Stuller, filmed a six-minute segment at the studios of Quorum Productions, the Deerfield Beach, Florida-based creator of the show, to be featured during the 30-minute program. Appearing with correspondent Jodi Dombrowski, Evans Zale told diamond’s story with emphasis on Stuller’s Red Box Diamond brand and its new Diamond Moments campaign.

The TV program will air on networks after Thanksgiving and through December on such channels as TLC (The Learning Channel), The Food Network, Discovery Channel, WE (Women’s Entertainment), HGTV (Home & Garden Television), Travel Channel, and NBC, CBS, FOX, ION TV and UPN affiliates. Red Box Diamonds® will also benefit from Quorum’s multi-media marketing of themes, products and trends in future programming.

“The impact of this program could be huge for independent retailers,” says Matt Stuller, CEO and founder of Stuller. “By reaching so many consumers with the ‘diamonds make enduring gifts’ message during the holiday shopping season, consumers will be pre-sold on Red Box Diamonds, and diamonds in general, when they walk through the door. Jewelers who capitalize on this opportunity should see results at the sales counter.”

 

stuller-nov
Claudia Evans Zale (R), Sales Director of Red Box Diamonds, with correspondent
Jodi Dombrowski, discusses Red Box Diamonds on the home TV program “Designing Spaces.”

 

Evans Zale, who spoke with Dombrowski about how and why to buy diamonds, focused her pitch on key life moments with strong emotional significance like the birth of a child; a young woman’s coming of age; birthdays, especially milestone birthdays; and wedding anniversaries. She also referenced holidays that acknowledge those we love such as Christmas, Valentine’s and Mother’s Day as ideal occasions to create personal diamond moments. Not forgetting the all-important female self-purchaser, Evans Zale encouraged women to reward themselves with diamonds.

“Consumers identify with diamond jewelry for many reasons, such as the desire to feel loved, beautiful, or rewarded; or as an outward expression of success and style,” explains Evans Zale about the Diamond Moments campaign. “Especially in today’s tough economy, and with competition for discretionary dollars so high, jewelers can encourage customers to add to or create their diamond jewelry wardrobe by giving them the justification they need to make that purchase - their own diamond moment story.”

According to Ramona Gautreaux, Stuller’s marketing director of diamonds & gemstones, diamonds are faced with the prospect of stiff competition this holiday season, especially from the electronics industry.

“It’s even more critical today to build consumer confidence and customer loyalty,” says Gautreaux. “While others may scale back, we’re certain we have all the resources jewelers need to make every sale that’s coming their way. We’re stepping up our marketing and getting back to basics on the emotional appeal of selling diamonds.”

Stuller created its Red Box program to empower retailers with a brand they could call their own that is a beautifully-packaged, quality product, with value-added benefits such as diamond trade-up, loss protection, grading reports, and engraved ID serial number. A loose diamond brand, Red Box Diamonds® is available in a range of sizes from 3/8 of a carat up, all shapes, D to L color, and I1 clarity and greater, as well as some fancy colors. Since its inception a decade ago, the brand is in about 4,000 jewelry stores nationwide.

Stuller developed the Red Box Diamond Moments campaign as a comprehensive selling system for independent jewelers, including training resources, point-of-purchase tools, and a variety of advertising material. Retailers also have access to Stuller’s virtual inventory and just-in-time delivery, as well as custom design services through its Stuller Studio.

Evans Zale also promoted a contest, on “Designing Spaces,” for consumers to share their diamond moment stories (Log on to redboxdiamondmoments.com by Dec. 31 for a chance to win a pair of Red Box Diamond stud earrings.)

Gautreaux suggests retailers piggyback on the buzz created by the show in promoting gift registries/wish lists; hosting in-store events that embody special diamond moments; and connecting with area media to plug the local broadcast of “Designing Spaces” holiday show, as well as to discuss trends and gift ideas as their community’s diamond expert.

For more information or to find local TV listings and additional resources please visit www.stuller.com or call 800-877-7777.

 


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