Ritani Debuts ‘No-Fuss’ Holiday TV Campaign
The two ads highlight diamond engagement rings and diamond studs with a straightforward approach.
It marks the first campaign of its kind for the New York-based diamond brand in almost a decade.
The ads are in a text-only format with voiceovers, which Ritani said will provide right-to-the-point messaging.
The first ad will be a 15-second spot, titled “Studs,” that highlights the brand’s diamond stud earring offerings while having some fun with word play.
“Let’s be real. When you hear studs, you’re thinking tall, dark, and handsome,” it says, then goes on to showcase its earrings.
The second ad is a 30-second spot, titled “Clarity,” tailored to engagement ring shoppers.
The commercial opens on a classic sunset proposal and transitions to “a refreshing no-muss, no-fuss approach to diamond marketing,” said Ritani.
The ending tagline reads, “The right ring at the right price.”
The decision to create and run the campaign was impulsive, said Ritani Chief Operating Officer Ria Papasifakis, and was put together in a matter of weeks.
“Yes, we are in the business of romance, but in my opinion, the reason why Ritani has been so successful selling nearly 1 million engagement rings over the past 25 years is because we get down to the basics of diamond buying, which earns us the trust of our clientele who become lifelong customers.”
The ads will run on network television and via various streaming platforms.
The Latest
A total of 126 million consumers shopped in stores over the five-day period, about 5 million more than last year.
The FTC’s Jewelry Guides require “clear and conspicuous” disclosure when advertising lab-grown diamonds.
The fine jewelry designer, who came out of retirement in 2017, is putting down his sketchpad for good.
While no reputable jeweler would knowingly sell lab-grown stones as natural, it's a growing possibility.
The Type IIa, very light pink colored diamond was the highlight of the recent Hong Kong jewelry auction.
John Willard Craiger, 83, fatally shot jeweler Ghazi “Gus” Michel Osta following an argument in the store.
In his latest column, Smith provides a list of questions every business needs to be asking their next potential leader.
From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
An innovative artist inspired by the natural world, Lehrer is remembered for being a visionary and a shining light.
Jérôme Lambert returns as CEO of Jaeger-LeCoultre, while Laurent Perves takes the lead role at Vacheron Constantin.
Owners Greg and Lynn Bires are heading into retirement.
The industry veteran is remembered for his faith, his dedication to his family, his wealth of knowledge and his generosity in sharing it.
PricewaterhouseCoopers’ 2024 holiday trends survey took a 10-year look back to see what mattered to consumers then versus now.
Monique Lhuillier and Kay Jewelers collaborated to create the pieces, which were offered at the recent Baby2Baby gala.
Botswana joins Antwerp as a certification center for rough under the G7 ban on Russian diamonds.
The miner said its November sale, which earned $16.1 million, felt the effect of competitive pricing by a rival Zambian producer.
Mignon Faget honors its hometown of New Orleans with a piece inspired by “The Crescent City.”
The London-based business-to-business diamond and gemstone marketplace just closed on a $51 million round of Series C funding.
“Forever Present” highlights gifting opportunities for natural diamonds, celebrating familial, friendship, and romantic relationships.
It’s one of the most impressive assemblages of the French designer’s pieces ever to come to auction, Christie’s said.
Successful email marketing campaigns are all about timing, personalization, and compelling CTAs, Emmanuel Raheb writes.
Look out for a black bear wearing a purple Santa hat and its zippered tummy pouch made for holding a holiday gift from Ben Bridge Jeweler.
“The William Goldberg Way” was released in honor of the company’s 75th anniversary and 25 years of its proprietary Ashoka diamond.
Fenix and Dholakia Lab-Grown Diamonds have jointly acquired the Israel-based company, which grows diamonds using solar power.
The Danish brand has opened an appointment-only location on Madison Avenue in New York City.
The actor and watch enthusiast will be part of the show’s education lineup.
Step inside the nearly 21,000-square-foot suburban Chicago jewelry store with Editor-in-Chief Michelle Graff.