SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
EditorsJul 26, 2011
Keeping it real
A number of creative advertising campaigns have emerged in the jewelry industry lately that share a similar theme: companies eschewing the use of models and orchestrated photo shoots in favor of using their customers to represent their product. Bridal brand...
A number of creative advertising campaigns have emerged in the jewelry industry lately that share a similar theme: companies eschewing the use of models and orchestrated photo shoots in favor of using their customers to represent their product.
Bridal brand Ritani has its “Real Moments” campaign, in which it asks its customers to submit photos of themselves wearing Ritani jewelry for a chance to be featured in the brand’s national advertising campaign.
The campaign also has a smart social marketing twist. The contest is held through Ritani’s Facebook page. Anybody that wants to enter must first “like” Ritani; in this way, the contest serves as a driver of Facebook traffic and “fans” for the brand on the social networking site.
Swiss watchmaker Baume & Mercier also went the real route for its 2011-2012 advertising campaign. It is centered around the theme “seaside living in the Hamptons” and is intended to convey the Baume motto, “Life is about moments.”
For the ads, Baume & Mercier skipped models and opted instead to hire a professional photographer to shoot real families interacting on the beach in East Hampton, N.Y. A movie of the campaign and a “making of” video are available on Baume & Mercier’s Web site. (I don’t think the song used in the videos really fits the theme or the setting but the making of video is a nice peek behind the scenes.)
Most recently, retailer Robbins Brothers announced the launch of its “Share the Love” campaign. They’re asking people to submit fantastic proposal videos for the chance to win $1,000 and be featured in the next Robbins Brothers’ commercial.
This is not the first time Robbins Brothers has reached out its customer base to cast its commercials. Back in 2009, they did a video-submission marketing campaign called “Welcome to the Rest of Your Life” and eventually made TV commercials out of a montage of video submissions strung together. You can see the commercials--and all the online chatter they generated--here on YouTube.
Tracey Lyles, media services manager for the Azusa, Calif.-based chain, said the reason the retailer is asking people to Share and then giving them a starring role in their commercial: “The advantages of using customers in our commercials is that it’s more relatable for the viewing audience.”
It’s true that featuring “real” people -- people you might work alongside, ride the bus with or see
Editors' Picks
Sponsored by
everyday in your neighborhood Starbucks -- has wide appeal.
I remember one of my journalism school professors telling us what the most popular magazine in the world was: People. Why? The professor explained that it’s because people like seeing pictures of and reading about other people, period, and not just famous folks but regular, everyday people like themselves.
One also would have to assume that, in most cases, these companies are saving themselves money by forgoing paid models and elaborate photo shoots. It’s a smart way to go in an uncertain economy and a great example of how to utilize the advantages the Internet has to offer.
More on Editors
The Latest
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
