A powerful company, a catchy slogan, and how they forever changed the way we value diamonds.
By Barry B. Kaplan
One of the DTC's new Right-Hand
ring magazine advertisements.
The DTC "Celebrate Her"
Raise your right hand...
Constantly seeking new avenues to stimulate diamond demand, the DTC, in September 2003, launched the
"Women of the World Raise Your Right Hand" print campaign targeted at the evolved, affluent, fashion
savvy woman who has probably been married at some point, previously received diamond jewelry, and needs
no one's permission to indulge herself. The target group for this DTC campaign, women aged 35 to 64, is
slightly older than in other campaigns. Each advertisement features four ring styles - modern vintage,
contemporary, floral and romantic - and a photo of a stylish woman who exemplifies the target audience.
The ad copy encourages women to think of rings for their right hands as expressions of personal style
for the independent, worldly, assertive sides of their personalities.
The DTC's 2003 holiday campaign was themed "Celebrate Her," designed to motivate men to purchase diamond
jewelry for their significant other. The campaign featured solitaire, three stone and right hand diamond
rings. The DTC's research indicated that "He" was looking for a way to show his significant other how
much he valued their relationship and everything she did for him. He was looking for a gift that
demonstrated his love for her.
Forever De Beers
Prior to the twentieth century, the proposal ritual in western tradition consisted of only two stages:
a man asked a woman (in person or in a letter) for her hand in marriage, then met with her father to ask
for his consent. The present day engagement proposal involving the giving of a diamond ring has augmented
the erstwhile tradition and is now firmly established as a universal custom.
The inspired and brilliant marketing initiatives of one company, De Beers, and its talented throng of
publicists, marketers, and advertisers has forever changed the way we perceive and value diamonds - symbols
of esteem, wealth, luxury and above all, romance.