A recent article on Diamond Vues points to the story of Louis Glick, which wanted to revitalise its range of yellow diamonds.
Acknowledging that customers have been âbrainwashedâ about the superiority of white diamonds, JFCD rejected the sentimental stereotypes of traditional jewelry marketing, instead identifying a new, fashion-oriented target market for the companyâs stones, and naming them Blonde Diamonds®. The agencyâs launch ad campaign featured glamorous dark-haired women and headlines such as âMeet a Natural Blondeâ and âNew Blonde in Town.â
The glamorous ad campaign certainly looks slick, and the tongue-in-cheek style complements the market to a certain extent â but isn’t there a danger that the negative connotations of the word ‘blonde’ might cause trouble?
âBlondeâ has connotations of luxury, sophistication and passion that resonate with these women.
Is this really true? However:
The humor of the headlines caught their attention; the remarkable beauty of the jewelry brought them into the stores.
Getting the balance might have been hard, but it seems to have worked. Almost too well, it would seem:
We love the idea that our brand name is becoming the generic for yellow diamonds.
If the customer associates blonde diamonds with Blonde Diamonds®, then all is well; if, on the other hand, they merely assume that Blonde Diamonds® are just like any other blonde diamond, then Louis Glick’s efforts to promote coloured stones may have benefited its competitors as much as they had benefited themselves â the challenge for Louis Glick will be to make sure that their hard work pays off.
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Comments (1)
Knowing Louis, I would like first to offer my condolences to the passing away of his wife, Doris. As well as Louis, Doris was a rare example of charity, benevolence and open and loving person. We will never forget this special woman and all what she did for us. We wish Louis to continue this truely fabtastic work for many happy and healthy years.
What Louis did is opening the market for non-white diamonds and give them justification on their own. Using humour is interesting as it questions the assumptions people used to make about diamonds, claiming that the whiter - the better. Would you prefer a white-hair woman or a blond one?
Creating this chaos helped Louis to remove successfully one of the 4C's - the one of colour (see my other comment).
The other comment about possible competition is not serious. There are enough customers to buy the entire production of LG and letting others to enter. The more this demand for non-white diamonds increases, the more the availability to satisfy the diversified market is possible. Sharing the idea with others is excellent. The high-tech industry learned already that it is far better to have an open source code than to play with cards close to their chests.
Good luck, Louis
At 17:35