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Three-stone jewelry promotion in U.S. effective, in post-Sept. 11 market, says Waldman Diamonds Complete December 9, 2001 NEW YORK, USA - As the end-of-the-year shopping season moved into high gear, there remained those in the gemstone and jewelry sectors who believed diamond jewelry sales could maintain the level of the previous year, despite the events of September 11 events and their aftermath. Some even were confident that their sales could surpass those of 2000. One of the optimists is Kenneth A. Friedman, president of Waldman Diamonds Complete, the jewelry manufacturing and marketing division of the WDC Group. "We're getting a lot of help," Friedman said. "Last month, the Diamond Promotion Service (DPS) [which manages De Beers generic advertising in the United States] launched a series of new television commercials which connect with the very special mood that has swept over the United States this year." In its campaign, the DPS is positioning diamond jewelry as an ideal means for individuals to show those who are important to them the depth of their affection. It is a need that was detected by market analysts in the post-September 11 climate. One of the DPS ads, called "Hands," shows a young couple seen walking apart though New York's Central Park. They pass by an older couple that is walking hand-in-hand. Inspired, the younger couple also joins hands. Seen sparkling on the young woman's hand is a three stone diamond anniversary ring. "For us, the DPS ad is right on target, "said Friedman. "This past June, we at Waldman Diamonds Complete released a new line of three-stone jewelry. In fact, the DPS selected a pair of WDC's three-stone diamond earrings for its three-stone jewelry campaign called, "Your Past, Your Present & Your Future." and featured it one of its print advertisements that began running during the fall. Three stone jewelry has been our primary product this season." It's been another milestone in the still brief history of this relatively new jewelry manufacturing operation, much of whose activity has centered on jewelry with a distinct identity. "In May of last year, we introduced our "Basics with a Twist" jewelry line and only months later WDC unveiled its Ideal Cut Hearts for Eternity™ diamond brand. In November 2000, we launched our exclusive design jewelry effort, called Reflexions - by Jem Braggik™," and a year later, we're seeing lots of interest for this line as well." he added. "Retailers are looking at their suppliers not only for loose diamond inventories. They need us to provide them with complete and comprehensive jewelry product lines and the merchandising programs that go with them. That's how you strengthen yourself while the market moves through difficult times," Friedman said. |