Modern Jewelry Trends

For the first time, Diamond Promotion Service has established a $750,000 co-op fund to help retailers run Journey television ads in their local markets through Spot Runner, the first Internet-based advertising agency. DPS will cover 40 percent of your Journey diamond jewelry TV and radio campaign up to $20,000. To qualify: you have to sign up by October 22 and run the ads in November. DPS consumer research shows that most diamond jewelry purchase decisions are made early so they are recommending advertising in November as well as December. The Spot Runner Journey ads leverage the DTC national Journey campaign. The ads are exclusive to jewelers in their local market on a first-come first served basis. Journey diamond jewelry is expected to sell well again this holiday season after generating about a billion dollars in sales in the first six months of its launch last year. You can create a customized Journey ad and buy television time to run it using Spot Runner’s website. Two 30-second Journey television commercials created by Spot Runner are available, along with 30- and 60-second Journey radio commercials that retailers can use in conjunction with a television campaign. All ads include your location, phone number, store logo and graphics, and website address if applicable. Customization also includes a voiceover produced specifically for each retailer. Eligible air dates for co-op funds are October 29 to November 25 and orders need to be placed by October 22. Sign up at DPS on Spot Runner or call Spot Runner at 888-943-7768.