[Jewelry making - Article 00769] - Re: [Orchid] Frost yourself, then raise your right hand

[Jessica Sexton]

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>         "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. 

    I read of this campaign in the June issue of Stuller's newsletter,
    The Stuller Standard - the Diamond Promotion Service has just this
    month launched its 'Right Hand Ring' advertising concept. Here's a
    quote from the newsletter: 

    "She is coming into your store already knowing that she is entitled
    to this ring.... With the Right Hand Ring, men are not expected to
    play a central role. If a man is purchasing a Right Hand Ring, he
    probably has instructions from the woman in his life about which one
    to purchase....A woman's right hand expresses who she is and where
    she's going...the 3 Stone Ring...expresses her need to be loved and
    fulfilled, the Right Hand Ring expresses her personal contentment
    with where she is in her life. ..That ring is a bold statement to the
    rest of the world about her inner peace with ehrself. She will show
    it to everyone when she writes checks, shakes hands, etc....The savvy
    jeweler will take the opportunity to go through their records of
    previous customers looking for their customers in this category and
    preparing some type of mailing to them, keeping in mind that while
    the Right Hand Ring may be momentous for all women, the reasons they
    want one can be (*and this part really gets me*) AS VARIED AS THE
    FEMALE TEMPERAMENT....The Right Hand Ring promotion will trigger
    many women to reward or treat themselves with a purchase of diamond
    jewelry for themselves, something that many women find difficult to
    do. This is outside of the normal purchasing experience where the
    woman researches and the man pays." 

    Yikes. I know it's marketing, I know it's out there, but it still
    hurts! 

-Jessica, in sweltering SF


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