01172017Tue
Last updateWed, 11 Jan 2017 7pm
ASHI launches #LovebrightValentine Sweepstakes

ASHI launches #LovebrightValentine Sweepstakes

 

(NEW YORK) - After receiving a “fantastic response...

How will Trump’s election affect retail jewelers?

How will Trump’s election affect retail jewelers?

President-elect Donald Trump has been in the publi...

Leading the state in estate jewelry

Leading the state in estate jewelry

Levy’s capitalizing on estate jewelry popularity

Es...

Retailer Roundtable: What is your outlook for the industry in 2017?

Retailer Roundtable: What is your outlook for the industry in 2017?

Q: What is your outlook for the industry in 2017?  

“...

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24K Club SEUS accepting applications for 2017 scholarships

24K Club SEUS accepting applications for 2017 scholarships

The 24 Karat Club Southeastern United States (SEUS) is pleased to announce that applications are currently being accepted for multiple scholarships. Individuals employed in the jewelry industry for a minimum of 2 years, currently working in the indus...

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Industry Events

Bangkok Gems & Jewelry Fair coming in February

Bangkok Gems & Jewelry Fair coming in February

The Department of International Trade Promotion (DITP), the Ministry of Commerce of the Royal Thai government has extended an invitation for U.S. jewelers to visit the upcoming 59th Bangkok Gems & Jewelry Fair 2017. The Fair will be held February...

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On The Move

Stuller commits to promoting health and wellness in Louisiana

Stuller commits to promoting health and wellness in Louisiana

Company designated as a top-level WellSpot

(LAFAYETTE, La.) - Stuller is proud to announce that they have been named a level one WellSpot by Well-Ahead Louisiana, an initiative started by the Louisiana Department of Health.

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What's New

MJSA launches Council of Custom Jewelers as part of new Custom Design program

MJSA launches Council of Custom Jewelers as part of new Custom Design program

MJSA, a trade association dedicated to professional excellence in jewelry making and design, has introduced the MJSA Council of Custom Jewelers as part of a wide-ranging program to advance the art and consumer appreciation of custom jewelry design.

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Featured Articles

Female wounded warrior finds passion, career and calling in jewelry

Female wounded warrior finds passion, career and calling in jewelry

There are many paths to finding the right career. Most are predictable, but sometimes the path becomes clear only through adversity. Richard Branson, whose net worth of $4.9 billion makes him nearly 10 times wealthier than Queen Elizabeth II, dropped...

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Latest News

24K Club SEUS accepting applications for 2017 scholarships

5 DAYS AGO
24K Club SEUS accepting applications for 2017 scholarships

The 24 Karat Club Southeastern United States (SEUS) is pleased to announce that applications are currently being accepted for multiple scholarships. Individuals employed in the jewelry industry for a minimum of 2 years, currently working in the industry and holding residence in the following states ...

Readmore

Police searching for suspects in $6M New Years Eve jewelry heist

13 DAYS AGO
Police searching for suspects in $6M New Years Eve jewelry heist

Three jewel thieves ended 2016 with a $6 million score, raiding safes at a Midtown jewelry wholesaler just after the ball dropped on New Year’s Eve.

Authorities believe the heist was an inside job, police sources said, since the thieves didn’t even have to crack the safes when they got inside.

“The sa...

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Bangkok Gems & Jewelry Fair coming in February

13 DAYS AGO
Bangkok Gems & Jewelry Fair coming in February

The Department of International Trade Promotion (DITP), the Ministry of Commerce of the Royal Thai government has extended an invitation for U.S. jewelers to visit the upcoming 59th Bangkok Gems & Jewelry Fair 2017. The Fair will be held February 22-26, 2017 at the IMPACT Exhibition & Conven...

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GIA’s annual Board and Research meetings bring together international experts

14 DAYS AGO
GIA’s annual Board and Research meetings bring together international experts

Board welcomes Barbara Dutrow and Stephen Kahler; honors Aron Suna and Hank Siegel for their 16 years of combined service

(CARLSBAD, Calif.) - GIA’s Board of Governors inducted Dr. Barbara Dutrow, Adolphe G. Gueymard Professor of Geology at Louisiana State University; and Stephen Kahler, senior vice p...

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Stuller commits to promoting health and wellness in Louisiana

5 DAYS AGO
Stuller commits to promoting health and wellness in Louisiana

Company designated as a top-level WellSpot

(LAFAYETTE, La.) - Stuller is proud to announce that they have been named a level one WellSpot by Well-Ahead Louisiana, an initiative started by the Louisiana Department of Health.

Readmore

U.S. Kimberley Process Authority appoints IGI’s Jerry Ehrenwald to Board

19 DAYS AGO
U.S. Kimberley Process Authority appoints IGI’s Jerry Ehrenwald to Board

(NEW YORK) - The United States Kimberley Process Authority (USKPA), the not-for-profit organization that administers the use of Kimberley Process certificates for exports of rough diamonds from the U.S., announced that Jerry Ehrenwald, G.G., A.S.A, president and CEO of the International Gemological I...

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MJSA launches Council of Custom Jewelers as part of new Custom Design program

5 DAYS AGO
MJSA launches Council of Custom Jewelers as part of new Custom Design program

MJSA, a trade association dedicated to professional excellence in jewelry making and design, has introduced the MJSA Council of Custom Jewelers as part of a wide-ranging program to advance the art and consumer appreciation of custom jewelry design.

Readmore

LaserStar introduces the FiberCube Compact

5 DAYS AGO
LaserStar introduces the FiberCube Compact

LaserStar Technologies, U.S. manufacturer of laser systems and solutions for laser engraving, laser welding and laser cutting specifically designed for jewelry production and repair, is pleased to introduce the 3802 Series FiberStar Compact Laser Engraving System.

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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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