Southern Jewelry News

While Diamond Dashes - high-tech scavenger hunts for fine jewelry - have long drawn local publicity for jewelers and partner brands, Ritani and Underwood Jewelers added a powerful new level of enthusiasm and exposure to their event on Saturday, May 1, thanks to social media tools.

In traditional Diamond Dash form, the event comprised a scavenger hunt throughout the city of Jacksonville, Florida. Registered teams of two - 316 couples - received clues via cell phones on their quest to win a Ritani diamond ring worth $15,000. What set this event apart from other similar fine-jewelry scavenger hunts, however, was the aggressive social media marketing by both Underwood Jewelers and Ritani.

The result? A dialogue that began days in advance on Facebook - among both local Jacksonville consumers and a national audience.

In the weeks leading up to the event, Underwood Jewelers, which highly promoted the Dash on both Facebook and Twitter - even offering an advance hint for the hunt to their Facebook fans - saw their Facebook fans increase 49% as the jeweler’s Facebook wall became the go-to spot for participants to communicate and share their excitement. The day after the Diamond Dash, the winner went to the page to post that her boyfriend had proposed after the Dash, continuing the excitement and dialogue.

Ritani, meanwhile, which promoted the event via Facebook and Twitter to their national followers, similarly saw a spike in fan activity on their Facebook page and communication from consumers in other markets, remarking on the event.

“The Diamond Dash in Jacksonville illustrated our commitment to supporting our retail partners. While we always enjoy hearing the outcome of such community events, social media efforts took that to an unprecedented level,” says Ritani CEO Joel Klein. “Facebook and Twitter allowed Ritani to join in the dialogue with local participants, while hearing feedback on a national level from Ritani fans in other markets. This event truly emphasized the power of social media for jewelry brands, and illustrated how best to utilize these tools.”

The winner of Underwood’s Diamond Dash received a Ritani Endless Love engagement ring in platinum with a total diamond weight of 1.54 cts., including a 1.20 ct., G color, VS2 clarity round brilliant center stone.

Ritani is a premier brand of designer engagement rings, wedding rings, and fashionable fine diamond jewelry. For more information please visit www.ritani.com.

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