[Jewelry making - Article 00740] - [Orchid] Frost yourself, then raise your right hand

[Lisa Orlando]

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Dear Orchidians,

    The "studio tunes" thread (which I merely followed in bemused
    silence, since silence is my preferred studio mode) encouraged me to
    send this somewhat anomalous post, regarding a recent film and a new
    ad campaign. 

    I just saw "How to Lose a Guy in Ten Days" (now in video) and a
    large part of the plot is about an ad executive's attempt to land a
    major contract with the "De Lauer" company--I believe one of the
    relevant lines is "Mr. De Lauer controls most of the world's
    diamonds, and Mrs. De Lauer controls Mr. De Lauer." I don't want to
    ruin the film for those of you who haven't seen it yet (yes, it's a
    "chick flick," cleverly written and starring Goldie Hawn's charming
    daughter), but the campaign slogan the exec comes up with is "Frost
    Yourself!" 

    For those of you out in diamond land, I wonder what the legalities
    are around using this slogan in e.g. a store display. It might amuse
    your customers and, since filmmakers tend to enjoy publicity, a
    little acknowledgement of its source might keep them very happy. I
    myself am working on a set for an art show--utterly fake (Swarovski,
    of course) and overblown--which I hope to call "Frost Yourself!"--or
    maybe "Frost Yourself (remix)." 

    Just after seeing the film, I picked up the new issue of More" (a
    magazine familiar only to women of a certain age) and saw a new
    "diamonds are forever" ad campaign which is probably the cleverest
    co-optation of feminism I have ever come across. "The left hand
    rocks the cradle, the right hand rocks the world [etc. etc.]...Women
    of the world, raise your right hand!" Lots of pictures of diamond
    rings, with the obvious message that a "right hand ring" is one that
    a woman who has "made it" buys for herself. 

    It reminded me of an article in Lapidary Journal, maybe a couple of
    years ago, about women buying themselves rings to mark important
    milestones (maybe they got the idea for the campaign from that
    article...) And, in the currently deflated economy, anything that
    encourages the women who still have money to spend it on rings is
    good for all of us--a "right had ring" doesn't have to be loaded with
    diamonds. 

    So then I thought--this magazine is read by those women and the
    advertisers know it, or they wouldn't have paid for a 3-page ad. Most
    of the "fashion features" are upscale, but the "serious" articles are
    often about women over 40 who have done unusual things. I used to be
    a publicist and, if I still had the chops, time, and energy, I would
    pitch them an article about women "studio jewelers" over 40. The
    readers of More are the kind of women who would love to support other
    women's work, but most of them have probably never even heard of the
    ACC shows or read Ornament, so they don't think of "us" when they
    think of jewelry. 

    Anyone out there have the chops, time, and energy necessary to pitch
    this story? Raise your right hand! 

Lisa Orlando
Aphrodite's Ornaments


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