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Right Hand Diamond Ring
By Laura Ciocan, Sat Dec 10th
The hottest trend in jewelry fashion, the Right Hand DiamondRing seems to raise sales sky-high. The latest trend in diamond jewelry is the Right Hand DiamondRing. The marketing significance load is addressing mainly tothe independent career woman of the 21-st century. It stands forsuccess, strength, self assertiveness and freedom. After the world has been filled up with the symbol of eternallove - the diamond engagement ring, the marketing strategyaccompanying this old-renewed product opposes the right-handring to the diamond engagement rings and diamond anniversarybands. It is not only being positioned on a different hand butit also differs significantly in design. Its design purposelyavoids any resemblance with matrimonial rings, uses open spaces,smaller stones instead of a single, in combinations expressingthe personality and individuality of the wearer. In fact, it's not at all about the right hand, as women did wearrings on their right hand fingers before this marketing conceptcame into being, it's about what became almost an obsession forthe left hand ring! And of course, after one conquest, others must follow – afterthe diamond engagement rings hit, the market for diamond ringsstill had potential! The commercial outcome is one of largerproportions, first of all because the general tendency aroundthe world is to postpone or forego marriage, then, while thediamond engagement ring addresses only to grooms-to-be asbuyers, the right hand ring addresses to both men and women. Andthis is how: The independent career woman The idea was to go with the new wave of feminist thinkingstressing upon women's independence wish – married or not, youstill have to wear a diamond ring to reassess your leadingposition alongside men! It's a sort of impulse for the women whoare generically tired of the role of housewives and feel theycan do better with their lives. So, the
left hand ring standsfor the labors that marriage brings along while the right handring reads as the careless, joyful side of life. Men alsoMen are also a target for this advertising technique: lovinghusbands are encouraged to buy a gift for their wives that willflatter not only their need for love proofs but also the thoughtof being valued and respected as an independent person, and nota nice accessory to men or a house decor item. And not onlymarried men should buy right hand rings, the concept has a widermeaning: it doesn't matter if you are married or not, as long asyou are involved in a love relation you should definitelyconsider buying a right hand ring as a gift! For years, right hand rings have also been a sign of commitmentfor gay couples. So, another market segment gained.
All advertising that deals with aspects of human vanity hasevery
chance to succeed, and when addressing to women, it seemsthat the
chances are even bigger. That they prevail in beautyhad been established
long ago, but now it is not enough anylonger as it is not enough
merely being accepted into the sociallife. The need appeared for
women to be recognized as equal invalue to men or even surpassing
them. Working more and earningmore than ever before, women choose
now to put the idea that welive in a men's world way behind them.
And this intelligentmarketing line is apparently indeed a huge success,
as saleshave been going really high!
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