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Last updateSat, 01 Aug 2015 7pm
Veteran rep Carolyn Woltz Lennon retires

Veteran rep Carolyn Woltz Lennon retires

After 30+ years on the road covering North Carolin...

Shinola brings back American-made watches

Shinola brings back American-made watches

Business leaders that turn adversity into opportun...

Cargo Hold launches new line of classic, colorful bracelets

Cargo Hold launches new line of classic, colorful bracelets

(CHARLESTON, S.C.) - CARGO™ Enamel is the latest co...

Endless Jewelry strengthens senior management and secures investment

Endless Jewelry strengthens senior management and secures investment

“We proudly announce that we are strengthening the...

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Southern Jewelers Guild debuts

Southern Jewelers Guild debuts

Focuses on marketing, digital assets & retailer/vendor connective services

After several years of research, and months of planning, the Southern Jewelers Guild will have its official launch at the August, 2015 Atlanta Jewelry Show.

The concept, cre...

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Industry Events

International Gemological Institute brings IGI D-Show to West India

(JAIPUR, India) – Independent gem certification and appraisal institute, The International Gemological Institute (IGI), hosted the first west India IGI D-Show - a buyer-seller knowledge meet - at Jaipur’s Fairmont Hotel June 13-15. The event enabled m...

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On The Move

Wholesale Moissanite expands its network of partners

(RALEIGH, N.C.) - Wholesale Moissanite, located in Research Triangle Park (RTP) in North Carolina, is an international wholesale-to-retail authorized distributor for Charles & Colvard created Moissanite. Wholesale Moissanite has been and continues...

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What's New

Designs by HC introduces the PINK Collection

Designs by HC introduces the PINK Collection

(NEW YORK) - Up and coming brand, Designs by HC has reported great success with their new PINK Collection launched this year at the LUXURY Show by JCK. Designs by HC believes they have found a new niche with the new collection, a change of pace to it’...

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Featured Articles

United Precious Metals Refining – steady growth since 1988

United Precious Metals Refining – steady growth since 1988

Established in 1988, United Precious Metals Refining (United) was founded by previous employees of the former P.M. Refining Co. in Buffalo, NY. A team of well experienced management, sales, office, assaying, refining, melting and fabrication personne...

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Latest News

Southern Jewelers Guild debuts

1 DAY AGO
Southern Jewelers Guild debuts

Focuses on marketing, digital assets & retailer/vendor connective services

After several years of research, and months of planning, the Southern Jewelers Guild will have its official launch at the August, 2015 Atlanta Jewelry Show.

The concept, created by Ann Glynn, President of GJB, Inc., and Exe...

Readmore

JVC introduces new Guide to Intellectual Property Law

1 DAY AGO

(NEW YORK) - The Jewelers Vigilance Committee (“JVC”) is pleased to announce the release of its latest publication, “I’ve Got An Idea! JVC’s Guide to Intellectual Property Law”. This handbook is intended for any business in the jewelry industry that is interested in learning more about how to protect...

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International Gemological Institute brings IGI D-Show to West India

1 DAY AGO

(JAIPUR, India) – Independent gem certification and appraisal institute, The International Gemological Institute (IGI), hosted the first west India IGI D-Show - a buyer-seller knowledge meet - at Jaipur’s Fairmont Hotel June 13-15. The event enabled more than 938 successful meetings between participa...

Readmore

Countdown begins to Select By Centurion Show in Chicago

1 DAY AGO

(CHICAGO) - The 2015 Select By Centurion Show in Chicago is gearing up and ready to go later this month with a roster of elite manufacturers and trend-setting designers, plus gourmet meals, luxury accommodations, and targeted education sessions perfect to get ready for the holiday selling season. Ful...

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Veteran rep Carolyn Woltz Lennon retires

1 DAY AGO
Veteran rep Carolyn Woltz Lennon retires

After 30+ years on the road covering North Carolina, South Carolina and part of Virginia, sales representative Carolyn Woltz Lennon has announced her retirement. Carolyn began her career in 1983 with CMI Jewelry Wholesale in Raleigh, NC. She went on to represent Minneapolis, MN-based Jewelmont then ...

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Wholesale Moissanite expands its network of partners

1 DAY AGO

(RALEIGH, N.C.) - Wholesale Moissanite, located in Research Triangle Park (RTP) in North Carolina, is an international wholesale-to-retail authorized distributor for Charles & Colvard created Moissanite. Wholesale Moissanite has been and continues to be a leading distributor for Charles & Col...

Readmore

Designs by HC introduces the PINK Collection

1 DAY AGO
Designs by HC introduces the PINK Collection

(NEW YORK) - Up and coming brand, Designs by HC has reported great success with their new PINK Collection launched this year at the LUXURY Show by JCK. Designs by HC believes they have found a new niche with the new collection, a change of pace to it’s classic product - The Timeless Collection - of d...

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Cargo Hold launches new line of classic, colorful bracelets

1 DAY AGO
Cargo Hold launches new line of classic, colorful bracelets

(CHARLESTON, S.C.) - CARGO™ Enamel is the latest collection of classic jewelry items offered from the popular jewelry wholesaler, Cargo Hold, Inc. The new collection features high quality braided and stitched European leather bracelets, paired with Italian enamel accents, for a colorful yet classic l...

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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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