Scottsdale, AZ—Even though women drive 85% of all consumer purchases, most fine jewelry marketing still positions it as a gift. Decades of emphasizing diamonds as a gift of love from a man to a woman has become so ingrained that both jewelers and consumers have a hard time seeing diamonds any other way.
That’s about to change. Last year, De Beers finally acknowledged the female self-purchase market as a viable target market for diamonds, and this year the Diamond Producers Association will be launching a hard-driving campaign to get more women to buy diamonds.
During a presentation at the Centurion Scottsdale Show, DPA senior vice president of communications and insights Sarah Gorvitz said the next iteration of the DPA’s Real Is Rare campaign will be titled “For Me From Me,” inspired by the 30% of women that already do buy diamonds for themselves, and designed to encourage diamond self-purchase among all women.
“In 35 hours of focus groups, we were on the hunt for why women get motivated to purchase diamonds for themselves,” Gorvitz told jewelers in the audience. “Why, if they have $1,000 to spend, would they buy a pair of shoes or a handbag instead of a diamond? When you buy a bag or shoes, you don’t talk about the purchase with the person in your life, you just go do it. But you do talk over a diamond. We’re on hunt for why, so that we can overcome those barriers.”
Those barriers are ingrained thinking that diamonds are a gift, not bought for oneself--or that they’re only for a special occasion. For the trade, the barriers are getting beyond the focus of bridal and holiday purchases and marketing diamonds as an everyday, just-because purchase.
“The [For Me From Me] creative reminds women they can go buy diamonds for themselves,” says Gorvitz. “Research shows enough women do think about it, so it demonstrates the feeling and satisfaction that comes with it.” 70% of retailers polled by DPA last year already said diamond self-purchase was on the rise in their stores, so the campaign should hit a ready chord.
“It’s the right time to do the campaign as well, being in sync with cultural perspectives of women in United States, and in sync with women who spend a lot of money on purchases of other luxury goods.”
The message is simple: make it mainstream, says Gorvitz. Retailers will play a critical role in offering the right product at the right price: DPA says ideal price points for diamond self-purchase are below $2,000, and the median price point is about the same as for diamond gifts, about $1,300. It's also an excellent category for diamond-driven styles with higher margins, which sell very well, Gorvitz added.
The 'For Me From Me' campaign will launch at the Academy Awards later this month, and encompass TV, print, social, digital, and out-of-home. It will feature multiple women and a handwriting-style font to underscore the personal relevance of a diamond self-purchase. For each woman featured, the handwriting will be different.
“The idea is self-expression. It doesn’t matter why she is buying jewelry for herself. That feeling is so different for a woman than a diamond she was given as a gift.”
Featured product will be items any jeweler might have: studs, ear climbers, hoops, and a necklace, rather than a single hero product. Women favor simple, modern designs that can be worn casually and frequently.
“We didn’t do anything you’re not already carrying in your stores already. We wanted to capitalize on the jewelry women are going to buy, and that you have in stock,” said Gorvitz. “Women should feel they’re worth the real diamond earrings and be reminded to treat themselves without guilt.”
DPA has bought a unit for red carpet placement to hover advertising over Oscars red carpet live action, much as popular brands do with sports events, and is making retailer participation easy and unrestrictive.
“We will also be sharing with our entire social media assets with the retail community. If you want to use the whole package, go for it. If you want to use a picture and a different caption, go for it. Make ‘For Me From Me’ a rallying cry!”
Further plans include a licensing agreement for jewelers to license the 'For Me From Me' line but develop their own assets. DPA will offer low- or no-cost creative, including print, digital, point-of-sale, visual merchandising support and other incentives for participating retailers.
DPA also is partnering with Performance Concepts and Fruchtman for training and marketing assistance for jewelers. Performance Concepts will be handling training and Fruchtman is designing marketing assets that will roll out through an online ordering system. Timing for all is between February and June, starting with the campaign premier at the Academy Awards, then working on getting retailers enrolled with the program. The schedule is roughly as follows:
15 Key Training Points For Selling To Self-Purchasing Women: