CrimeFeb 05, 2025
‘The Timepiece Gentleman’ Sentenced to 5-Plus Years Behind Bars Luxury watch dealer Anthony Farrer pleaded guilty late last year to defrauding clients in a scheme with Ponzi-type elements.
IndependentsMar 03, 2017
The Rules One Retailer’s Using to Market to Millennials
Smyth Jewelers’ “New Rules of Engagement” advertising campaign recognizes the way this generation has redefined relationships.
Smyth Jewelers, the same retailer that unveiled this 17-foot tall engagement ring outside one of its stores, has a new campaign based on how millennials propose differently than other generations.
Baltimore--Smyth Jewelers has a new advertising campaign that recognizes the ways the millennial generation has changed the rules when it comes to dating, cohabitation and getting engaged.
Called the “New Rules of Engagement,” the campaign features a total of 50 rules, the do’s and don’ts of the engagement ring journey (like Rule No. 42: You know it’s meant to be when he shares his Netflix password.)
All 50 rules can be seen on the retailer’s website.
Smyth Jewelers said the campaign was designed to reflect the changes in how Generation Y navigate relationships, how they share and receive information and how they decide what they want to buy.
Spearheaded by Smyth’s advertising agency, TBC Inc. of Fells Point, Maryland, it will run on social media with Facebook video ads as well as paid and organic Pinterest placements.
Select bars throughout downtown Baltimore, Ellicott City and Annapolis will have coasters with blank spaces inviting patrons to write in their own rules, then take a picture and share on social media using the hashtag #SmythRules. These from-the-bar shared snapshots could be added to the campaign as official rules.
Smyth Jewelers will sponsor popular local events and programs including social sports leagues and radio station WTMD’s First Thursday concert series.
The retailer also will utilize a few traditional outlets for its “Rules” campaign: outdoor advertisements, in-store signage and on the radio.
“Millennials have spurred a total shift in relationship ‘rules’ across the board, whether it’s spending three months’ salary on an engagement ring or waiting until a couple is married to live together. These rules, among many others, have become outdated,” said Smyth Jewelers President Tom Smyth. “This campaign reflects those changes, and speaks to how the proposal process is now a very personal yet public, festive event.”
Smyth Jewelers has been in business since 1914 and has three stores, in Timonium, Annapolis and Ellicott City, Maryland.
Editors' Picks
Sponsored by
More on Independents
The Latest
FinancialsFeb 05, 2025
Pandora Posts Double-Digit Growth After Strong Holiday SeasonIn its full-year results, the retailer shared its 2025 outlook and an update on the global rollout of its lab-grown diamond collection.
TrendsFeb 05, 2025
Amanda’s Style File: Feeling Fabulous in FebruaryCelebrate February birthstones and the gem shows in Arizona this month with a versatile stone like amethyst.
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored GemsColored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?
MajorsFeb 05, 2025
DCA Promotes Kristen Scheetz to Director of Education, MembershipScheetz has been with the nonprofit since 2007.
Weekly QuizJan 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingFeb 04, 2025
New Deal With Botswana Is Done, De Beers Confirms The agreement will allocate an increasing proportion of the country’s rough diamonds to the government of Botswana over the next decade.
Events & AwardsFeb 04, 2025
Van Cleef & Arpels’ Astronomy-Inspired Jewelry to Land at AMNH“Cosmic Splendor: Jewelry From the Collections of Van Cleef & Arpels,” opens April 11 at the American Museum of Natural History.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
SurveysFeb 04, 2025
Valentine’s Day Jewelry Spending Forecast to Hit Record High, Says NRFThose celebrating Valentine’s Day this year are expected to spend a record $27.5 billion on jewels, flowers, candy, and more.
EditorsFeb 03, 2025
Best Jewelry Moments From the 2025 Grammy Awards From Lady Gaga’s 1930s Tiffany & Co. necklace to Taylor Swift’s “T,” Michelle Graff recaps the night’s most memorable jewelry looks.
MajorsFeb 03, 2025
Qurate to Close HSN’s Florida HQ Amid RestructuringLayoffs will reportedly start next month as HSN plans to move into QVC’s location in Pennsylvania.
EditorsFeb 03, 2025
Q&A: 5 Jewelry Designers on Shopping the 2025 Tucson Gem ShowsA group of creatives talked to Associate Editor Lauren McLemore about their approach to the annual Tucson gem, mineral, and fossil shows.
AuctionsJan 31, 2025
Elizabeth Taylor’s Diamond Bracelet Outshines Estimate at U.K. AuctionThe auction also featured the sale of a Cartier necklace made when Egyptomania was sweeping Great Britain.
CollectionsJan 31, 2025
Piece of the Week: Lalaounis’ Good Luck Charm for 2025The “Blossom Rosette” blooms with love, beauty, and hope for the year ahead.
Events & AwardsJan 31, 2025
Facets of Fire Has a Diamond Challenge for RetailersFor every jeweler who tries their luck, the company will make a donation to Jewelers for Children.
MajorsJan 30, 2025
WJA Chapter Leaders Resign as Fallout From DEI Remarks SnowballsThe boards of at least five chapters have resigned in response to controversial statements the WJA national board president made last month.
Policies & IssuesJan 30, 2025
RJC Executive Director Melanie Grant Is Stepping Down An experienced jewelry writer and curator, Grant led the organization for two years.
CollectionsJan 30, 2025
Pharrell Williams Brings Tahitian Pearls to His New Tiffany & Co. CollectionFive new designs were added, all donning Tahitian cultured pearls and spear-like trident motifs, along with the new “Titan” setting.
Events & AwardsJan 30, 2025
Registration Open for Converge 2025The inaugural event is being co-hosted by the American Gem Society and the Gemological Institute of America.
MajorsJan 30, 2025
24 Karat Club of New York Elects 5 New MembersJewelers of America’s Annie Doresca and AGTA CEO John W. Ford Sr. are among the new members.
CollectionsJan 29, 2025
Boucheron’s High Jewelry Takes the Form of ‘Untamed Nature’The jeweler’s latest high jewelry collection looks into the Boucheron archives to create a “living encyclopedia of high jewelry.”
FinancialsJan 29, 2025
LVMH Watch, Jewelry Sales End the Year DownWatch and jewelry sales slipped 3 percent in 2024, though the luxury conglomerate did see business pick up in the fourth quarter.
MajorsJan 29, 2025
Chanel Names New General Manager of Watches, Fine Jewelry for USOlivier Kessler-Gay will take over the role on March 3.
SurveysJan 29, 2025
Consumer Confidence Slips for Second Consecutive Month It hit a four-month low in January due to concerns about the job market, though consumers remain bullish about the stock market.
Events & AwardsJan 29, 2025
Chris Ploof To Teach Mokume Gane at AJSThe jewelry designer and master metalsmith will present on the ancient Japanese metalworking technique at the Atlanta Jewelry Show in March.
SourcingJan 28, 2025
WFDB Joins Efforts to Promote Natural Diamonds With New CampaignThe “Moments” social media campaign emphasizes the emotional ties between natural diamonds and life’s special milestones.
CollectionsJan 28, 2025
Bliss Lau Celebrates the Intricate Mosaic of Identity in New CollectionThe versatile “As We Are” collection features 14 pieces with interlocking designs allowing for 27 different looks worn around the body.
