CollectionsMar 22, 2023
Messika’s 2023 Campaign Pairs New Jewelry With Vintage CarsMajorsJun 14, 2023
Shane Co. Launches Shiny New Campaign
The jeweler is also hosting a “Made to Shine” contest, asking customers to submit stories about how jewelry has impacted their lives.
Shane Co.’s new “Made to Shine” brand campaign highlights its customers’ stories and how jewelry plays a role in their lives.
Denver—Shane Co.’s new brand campaign shines the spotlight on its customers.
The “Made to Shine” campaign, which debuted Monday, shares real stories about how fine jewelry plays into life’s special moments.
"From the time my father took over the company more than 50 years ago, our focus and mission have centered around our customers," said Rordan Shane, president and CEO of Shane Co.
"Being a part of their special moments has always inspired us to go above and beyond with everything we do. Our 'Made to Shine' campaign is our love letter to them. This campaign celebrates what's important in life and we are honored to be able to share their beautiful stories, bringing joy and encouragement to others."
The 30-second ad shows jewelry given by loved ones, jewels worn to celebrate a milestone, and other heartfelt moments.
The “Made to Shine” campaign, which debuted Monday, shares real stories about how fine jewelry plays into life’s special moments.
"From the time my father took over the company more than 50 years ago, our focus and mission have centered around our customers," said Rordan Shane, president and CEO of Shane Co.
"Being a part of their special moments has always inspired us to go above and beyond with everything we do. Our 'Made to Shine' campaign is our love letter to them. This campaign celebrates what's important in life and we are honored to be able to share their beautiful stories, bringing joy and encouragement to others."
The 30-second ad shows jewelry given by loved ones, jewels worn to celebrate a milestone, and other heartfelt moments.
The company’s media strategy spans television commercials, outdoor advertising, online videos, social media support, and radio ads.
The jeweler is also on the lookout for new customer stories.
As part of its campaign, the company is holding a “Made to Shine Real Stories” nationwide contest, starting on July 12.
Customers can submit their stories of how jewelry has impacted their lives for a chance to be featured in one of the brand’s radio ads.
In addition, 12 winners will receive a $1,000 prize.
"We are always hearing beautiful stories about jewelry from our customers," said Kristen Vosburg, chief marketing officer at Shane Co.
"Our Made to Shine Real Stories contest provides a platform for them to share the special ways jewelry has touched their lives. By sharing these real-life experiences in our ads, we hope to celebrate people's unique personalities and style and to inspire everyone to proudly be themselves and shine every day."
For more information about the campaign, visit the Shane Co. website.
Editors' Picks
Sponsored by
More on Majors
The Latest
AuctionsOct 11, 2024
Bonhams Reports ‘Fierce Bidding’ for Dianne Feinstein’s Jewels All 74 lots of jewelry belonging to the late Democratic senator found buyers at Bonhams Los Angeles.
CollectionsOct 11, 2024
Piece of the Week: Gemfields x Kimberly McDonald Jewelry SuiteThe two collaborated on a necklace and a pair of earrings that praise the beauty of Zambian emeralds.
Events & AwardsOct 11, 2024
ICA Congress Goes to BrazilThe 20th ICA Congress is slated for May 19-22 in Brasília, Brazil.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
CollectionsOct 10, 2024
Pomellato Revives Past Designs for New Capsule Collection“Memorie D’Archivio” was inspired by the “Mora” and “Mosaico” collections the brand introduced in the ‘90s.
Weekly QuizOct 10, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingOct 10, 2024
Lucara Sells Clara to Its Original FoundersCEO William Lamb said divesting the diamond sales platform allows the company to focus on the underground expansion of Karowe.
MajorsOct 10, 2024
Oscar Heyman Releases 2024 Holiday CatalogIt features 124 jewels and a variety of colored gemstones.
Brought to you by
Why You Can't Miss JA New York This FallDon't miss this one-stop-shop in October, curated with buyers’ needs in mind.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’The ads celebrate the mall culture of the ‘80s and ‘90s.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
SurveysOct 08, 2024
What to Know About Online Shopping This Holiday SeasonDeloitte and Adobe Analytics shared their insights on the season, from the retail sales forecast to the role of generative AI.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
IndependentsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
SurveysOct 07, 2024
Hill & Co.’s New ‘Business of Jewelry Report’ Is OutThe first in what is slated to be a series of in-depth reports from the consulting company, it focuses on shortening supply chains.
WatchesOct 04, 2024
Watches of Switzerland Clocks Another Acquisition—HodinkeeThe company said Benjamin Clymer will return to his role as head of the watch news website, which will maintain editorial independence.
SourcingOct 04, 2024
How India Became the World’s Second-Largest Market for Diamond Jewelry A strong economy, a growing middle class with an affinity for brands, and rapid expansion of organized retail have fueled the market’s rise.
MajorsOct 04, 2024
Hearts On Fire Names Gabrielle Grazi VP of Sales, North AmericaThe industry veteran is also the president-elect of the Women’s Jewelry Association.
CollectionsOct 04, 2024
Piece of the Week: Ray Griffiths’ ‘Double Headed Snake’ RingSlither into spooky season with this scary snake ring that boasts two heads with tsavorite eyes.
Policies & IssuesOct 03, 2024
RJO, CERF+ Join Those Offering Hurricane Helene Relief to Affected JewelersPlus, how to apply for emergency funds and donate to recovery efforts.
CrimeOct 03, 2024
Man Who Shared Spoils of $2.7M Smash-and-Grab on Social Media Pleads Guilty to Robbery ChargeLadell Tharpe, 39, took part in a 2022 jewelry store robbery and then posted pictures of cash on Instagram with the text “Robbery Gang.”
