One of the DTC's new Right-Hand ring magazine advertisements.
The DTC "Celebrate Her" advertisement.
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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
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.