Independents

What Spicer Greene Had to Say About Its Controversial Ad

IndependentsMar 29, 2017

What Spicer Greene Had to Say About Its Controversial Ad

Spicer Greene Jewelers’ “Throw Rocks at Girls” billboard sparked a nationwide debate. Here’s what they, and marketing experts, had to say about the campaign.

Asheville, N.C.--When Asheville, North Carolina jewelry store Spicer Greene Jewelers posted a billboard last week with the phrase “Sometimes, it’s ok to throw rocks at girls…” surrounded by images of diamonds and colored gemstones, they had no idea it would generate so much publicity.

“The intent was to be reminiscent of a childhood teaching, that it’s not OK to throw rocks at anybody, but if you're going to we’d rather have it be one from us,” said co-owner Eva-Michelle Spicer.



Spicer said that the ad was a play on words and that any literal violent connotation, “was not its intent. We don’t condone violence of any kind of toward anyone.”

The billboard swiftly met outrage online, leading the store to issue an apology on their Facebook page last Thursday that stated: “To whom we have offended with our recent billboard, please accept our apologies … We are humble enough to realize when we make a mistake.”

Sunday afternoon, a small group of people protested outside of the store.

Spicer Greene was aware of the forthcoming protest and donated 10 percent of sales from the preceding Thursday through Sunday, the day of the protest, to Helpmate, a local domestic violence agency, and Our Voice, a rape crisis services organization.

Spicer said that they have worked with these organizations, and other community organizations, prior to the controversy. “We've been supporters of Helpmate and Our Voice for many years,” she said.

Despite the apology and subsequent donations, by this week, the ad had gained so much traction on various social media forums that the story was picked up nationally by news outlets like Time, CNN and The Washington Post.

“I think that (the negative reaction) was started by a small group of very loud people who wanted to get attention focused on the billboard. Then Chelsea Clinton tweeted about it and it was a slow day in news,” Spicer said.



Marketing and public relations experts interviewed by National Jeweler about the billboard controversy said the old adage “There is no such thing as bad publicity” doesn’t necessarily apply in this case.

“Good copywriting is worth the money one has to pay,” said Andrea Hansen, founder and president of Luxe Intelligence, a luxury jewelry brand consultancy.

“This could have easily been averted if only they had said, ‘The only time when it’s OK to throw rocks at girls…’ It’s still cheeky, it’s still
a play on words, and it’s socially sensitive at the same time.”

Though personally Hansen said that her first reaction was, “Do we have to make a big deal of everything these days?” she noted the importance of understanding one’s core audience.

“Attitudes are changing, consumer behavior is changing very fast and while brands must be authentic, and react in real time to issues like this, often the insider perspective is too clouded. Ask an outsider to validate your findings, opinions and plans,” she advised.

Meghan Folsom, co-founder and director of public relations at accessories showroom Mega Mega Projects, agreed that Spicer Greene Jewelers misjudged their audience.

“Even though I find this ad inappropriate and offensive, if (Spicer Greene) were to use in it private email marketing directed specifically towards their adult customer base, it would not be causing the same social uproar,” she said, in reference to the criticism leveled at Spicer Greene for the fact that children would see the ad and not necessarily understand the context.

Folsom said that the ad has offended people in far-reaching ways, showing a disconnect with contemporary consumer values.

“Beyond the implications of violence towards women, I find the sexist undertones of this ad to be demeaning on many levels. Self-purchasing women make up a huge part of the jewelry business in today’s market,” Folsom said. “Not only is this store tacitly making light of domestic violence, but they are also implying that women need to have jewelry purchased for them by men.”

The silver lining of the controversy for Spicer has been the support she’s received in the jewelry industry, as well as from the public.

Spicer explained to National Jeweler that the reactions to the campaign had actually been mainly positive.

“Overwhelmingly, people have loved the billboard,” she said. “About 3 percent (of reactions) have been negative.”

“I’d really like to thank the industry. It’s been amazing. The Jewelers Helping Jewelers Facebook group really rallied around us and supported us and we’re blessed to be in an industry with such caring people,” she said.

When asked if it plans to take down the billboard, Spicer said that the store intends to move up its summer marketing campaign to replace the current ad, but that the timing of that is up to the company that owns the billboards and runs its advertising services.

Hansen told National Jeweler that donating funds to organizations that combat domestic violence was the right move for Spicer Greene Jewelers to make, no matter their intention with the ad.

“Perception is reality,” she concluded. “In the arena of public opinion, that’s the only truth that matters.”
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy