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.
EditorsJan 29, 2013
Are you ready for some ads?
For me, the current NFL season drew to a pitiful close on Dec. 23, when Pittsburgh Steelers quarterback Ben Roethlisberger threw the interception that ultimately ended the Steelers season.
For others, however, football life does go on through this Sunday, when the Baltimore Ravens take on the San Francisco 49ers in Super Bowl XLVII, otherwise known as “HarBowl.”
HarBowl is essentially a nightmare for Steelers fans: Do I root for the Ravens and the ensuing rash of media coverage about Ray Lewis going out on top? Or should I pull for the 49ers, with a victory for that organization meaning they would tie the Steelers’ league-leading six Super Bowl victories?
It’s really a no-win situation for me. But it’s a big day for advertisers, with the Super Bowl commercials as popular as the game anymore, perhaps even more so in some areas.
According to the 2013 Super Bowl survey released by the Retail Advertising and Marketing Association, a division of the National Retail Federation, 20 percent of survey-takers said the commercials are the most important part of the game for them. The highest percentage of those surveyed, 34 percent, still cite “the game” as the No. 1 reason why they tune in to the Super Bowl. (Interestingly, the second highest percentage of those polled in the Super survey, 25 percent, said they didn’t plan to watch the game at all.)
So, will jewelry get any play between downs? I asked two of the country’s largest specialty jewelers known for investing heavily in TV advertising – Zale and Sterling Jewelers, operator of Kay Jewelers and Jared the Galleria of Jewelry – if they planned to advertise during the Super Bowl.
A Sterling spokesman told me that the company couldn’t comment on its advertising plans for competitive reasons while Zale’s spokeswoman said no.
I also extended the question to De Beers’ diamond brand, Forevermark, which invested in TV advertising in the U.S. market this past holiday season. Forevermark also said they wouldn’t be buying any airtime during the big game, but did note plans to run an ad in Sports Illustrated’s famous Swimsuit Edition next month.
I remember during Super Bowl XLIII (a much happier occasion for me) in 2009 when the economy was down and Cash4Gold nabbed a Super spot, prompting much bemoaning about how a gold buyback company being
Editors' Picks
Sponsored by
the lone jewelry-related company to advertise during the Super Bowl was a sign of just how bad the times were.
But, in reality, has jewelry advertising ever run during the Super Bowl? Both Sterling and Zale said they haven’t ever advertised during the big game.
Industry analyst Ken Gassman said in his memory, he doesn’t recall seeing any national jewelry ads during past Super Bowls because it is simply too expensive. This year, companies are paying an average of $3.8 million for 30 seconds of airtime, according to AdWeek.
Traditional jewelry ads also would have a difficult time standing up next to the ultra-creative spots put together by behemoths such as Coca-Cola and Budweiser expressly for this single game.
Gassman says there is a chance, though, that there may be some regional jewelry advertisements that run, as local stations are allotted a small amount of time to sell in their respective markets.
It also will be interesting to see what jewelry companies do, if anything, in terms of digital advertising or social media during the Super Bowl. Recent studies, including one from National Jeweler parent company Nielsen, have shown that a high percentage of people use digital devices such as their smartphone or tablet computers while watching television. That isn’t expected to change this Sunday, with consumers jumping on social media sites to discuss the game with friends or check statistics online.
As for me, I’ll be watching the game simply for the social aspect of enjoying it among friends (as much as that is possible) and biding my time until the kickoff of the next football season.
Here we go Steelers.
But, in reality, has jewelry advertising ever run during the Super Bowl? Both Sterling and Zale said they haven’t ever advertised during the big game.
Industry analyst Ken Gassman said in his memory, he doesn’t recall seeing any national jewelry ads during past Super Bowls because it is simply too expensive. This year, companies are paying an average of $3.8 million for 30 seconds of airtime, according to AdWeek.
Traditional jewelry ads also would have a difficult time standing up next to the ultra-creative spots put together by behemoths such as Coca-Cola and Budweiser expressly for this single game.
Gassman says there is a chance, though, that there may be some regional jewelry advertisements that run, as local stations are allotted a small amount of time to sell in their respective markets.
It also will be interesting to see what jewelry companies do, if anything, in terms of digital advertising or social media during the Super Bowl. Recent studies, including one from National Jeweler parent company Nielsen, have shown that a high percentage of people use digital devices such as their smartphone or tablet computers while watching television. That isn’t expected to change this Sunday, with consumers jumping on social media sites to discuss the game with friends or check statistics online.
As for me, I’ll be watching the game simply for the social aspect of enjoying it among friends (as much as that is possible) and biding my time until the kickoff of the next football season.
Here we go Steelers.
More on Editors
The Latest
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.
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.
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.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of CoverageLilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship WinnersThe organization has awarded a total of $42,000 through its scholarship programs this year.
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging DesignersThe winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright BaublesAs summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in QueensMoshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities ManagerXavier Dibbrell brings more than a decade of experience to the role.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
