FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.
EditorsNov 18, 2009
This year's holiday jewelry ads
Last night, A Diamond is Forever (De Beers’ U.S. marketing team) hosted a special screening of the cinema-specific holiday commercial for the Everlon Diamond Knot Collection, followed by a complimentary viewing of the latest A Christmas Carol, complete with free...
Last night, A Diamond is Forever (De Beers’ U.S. marketing team) hosted a special screening of the cinema-specific holiday commercial for the Everlon Diamond Knot Collection, followed by a complimentary viewing of the latest A Christmas Carol, complete with free popcorn, candy and what I would call “pop,” but most people in this area of the country would reference as “soda.”
Unfortunately, I couldn’t go but was able to view the theater-ready spot on my own.
Remember when you used to go to the movies and see only previews before the show started? Now I feel like I’m seeing more ads for products than coming attractions.
In any case, cinema advertising is here to stay.
After all, you can’t command TiVo to skip the commercials in a movie theater, and it’s good that De Beers and other jewelers are taking advantage of this medium in an economy where it’s going to take all the convincing they can muster to get consumers to part with their money.
After wrestling with my slow computer software for a good 30 minutes, I finally was able to download what turned out to be a slightly longer version of the same Everlon commercial I’d already seen.
I think the commercial is fine, and the product, while not the most amazing design ever, is thankfully not something heart shaped (more on that later).
But I’m not the only one to say that, overall, I prefer the “Hands” commercial. The music is better—“Stand By Me” vs. “I’ve Got You Babe"—and the concept of “Hands”—growing old together—is one that speaks to almost everyone.
View “Hands” here and judge for yourself.
Of course, with the holiday season just around the corner, and eager retailers running sales well out in front of Black Friday, De Beers isn’t the only one advertising.
There’s this spot for Zale’s new heart-within-a-heart jewelry.
I don’t understand this industry’s obsession with heart jewelry—to me it’s overdone—but apparently the public likes it, or they’d have found a new design motif a long time ago.
As for the commercial itself, I find it touching.
One thing Zales’ ads have done well recently is to send a message that expressing love through the gift of jewelry doesn’t have to be something that just couples do, as is shown by the sweet exchange between mother and child in the Shared Heart commercial.
Editors' Picks
Sponsored by
Mother’s Day ads. They have even more emotional appeal than the Shared Heart spot and are another example of positioning jewelry to transcend the typical man-gifts-to-woman treatment.
Dr. Quinn, Medicine Woman Jane Seymour is back with a new commercial and fresh designs for the oh-so-popular “Open Hearts by Jane Seymour” line sold at Kay Jewelers.
I think Sterling Jewelers (the owner and operator of Kay as well as Jared The Galleria Of Jewelers) struck marketing gold with Jane. What makes the Open Hearts so popular, I believe, is the unique design and compelling story that speaks to those facing adversity or loneliness, which probably applies to even more consumers this holiday season. That message: “If your heart is open, love will always find its way in.”
Last, and possibly least, is this commercial for Kay’s “Love’s Embrace” collection. I wasn’t particularly enamored with this ad when I first saw it, though it took a couple of online replays to figure out why: I just don’t like the storyline of this grown woman being so afraid of the storm that she needs a man to protect her.
It’s quite the opposite of De Beers’ Everlon spot, which depicts men and women on a level playing field. Also, the thunderstorm doesn’t particularly scream “holiday season” to me.
But, as one expert pointed out, the winter wonderland portrayed in the Everlon commercial might seem like a foreign land to viewers in places such as Florida or Arizona.
Whatever the case may be, I’ll be keeping my eye out for fresh spots as the holiday season continues.
More on Editors
The Latest
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in ManufacturerIts investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.
MajorsAug 15, 2025
Rio Grande Names New Marketing DirectorNicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
Weekly QuizAug 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
