Possessing something with which to compete in the wider sphere of luxury, however, is a given for jewellers.
Yes, jewellery’s fundamental USP, its aspirational essence, is based on love. Jewellery – precious and enduring – is perhaps the most symbolic gift of love.
No other industry can really claim love as its USP. Yes, emotion is implicit in all aspirational marketing, which plays on people’s basic desires, but when it comes to overt emotion, the jewellery industry really is the queen of hearts.
So does our profession really exploit emotion to create aspiration and ultimately sell more product? There are some fine examples of love-struck marketing from around the world.
“Give voice to your heart” was the slogan that last spoke to me, making me want to put “something from Tiffany and Co” on my Christmas wish list.
I first saw the slogan emblazoned on a glossy print ad. The ad lead me to the retailer’s website, where a commercial for the campaign showed several young, glamorous-looking couples preparing for Christmas. As snow descended from the heavens outside , they were warm inside, not just from the open fire, but from the love they felt at giving and receiving that little blue box.
In the highlight of the ad, another woman, window-shopping with her partner in the snow outside a Tiffany store, is elated when he spontaneously drops to one knee and presents her with a blue box.
Then of course there’s De Beers, serving its freshest batch of love-infused diamond jewellery campaigns with the Everlon Diamond Knot Collection. The trademarked collection is based on the Hercules knot, an ancient symbol of strength, secured by a diamond at its centre.
According to a De Beers release, Everlon is, “a tribute to the enduring strength of love – without the diamond, the knot would unravel. It is a symbol that even in the toughest of times, the strength of a couple's love never wavers".
It’s not just diamonds that symbolise romantic unity. Platinum Guild International – based in London – markets the precious white metal with many emotional campaigns.
One recent print ad shows a picture of a man giving his partner a playful piggyback on the beach, juxtaposed with a shot of their hands, intertwined. Below are the words: “You’ve never felt this way before. Your love has just gone platinum”.
Even watch brands take their piece of the emotion pie. “You never actually own a Patek Philippe. You merely look after it for the next generation,” is the well-known marketing slogan of the prominent Swiss watch manufacturer for its men’s collection, featuring images of father-son duos.
These overseas brands excel at selling emotion, but are local suppliers following their lead? Apart from a select few, a perusal of local jewellery advertisements indicates most brands are focusing on the industry’s current obsession with personalised jewellery. These marketing campaigns depict single females “expressing themselves”, “dreaming about themselves”, “reflecting on themselves”, “enjoying themselves” and “commemorating themselves”.
A perfect way to target perhaps the biggest jewellery-buying market in Australia (the self-purchasing woman); but to other brands, I ask: where is the love?
This industry is made of love, and that’s fortunate, because for most people, love is the ultimate attainment and a basic human need. Jewellery that taps into this need will always be desired.
Further, the bridal market is a jeweller’s staple, and the essence of bridal marketing is the essence of jewellery’s USP: love and romance.
Wearing your heart on your sleeve is particularly relevant at this time of year too, as with February comes Valentine’s Day, and men (and women) will be looking for new ways to bestow their partner with a jewellery gift that says much more than chocolates or roses.
Remember to show them what you’re made of – show some love.