By
Ashley Bailey, Wednesday, August 02, 2006 12:00 AM
Emboldened by the success of its three-stone ring campaign, De Beers launched a campaign to get women to buy right-hand diamond rings.
After a slow start, the push to the right is gaining ground.
The idea for a right-hand ring campaign makes perfect sense. De Beers reasons that the left hand is for all those special-occasion diamonds exchanged at weddings or given for anniversaries and holidays.
That leaves the right hand free for self-indulgent purchases & gifts from the woman to herself. "Raise your right hand," De Beers' ads command. At first, most women kept their right hands down by their sides, close to their pocket books.
But now that every major American jewelry manufacturer has introduced a line of right-hand diamond jewelry, and every major U.S. jewelry chain is carrying this item, women seem to be more open-minded and open-handed about right hand diamond ring purchases.
One day soon De Beers may have as much control of the right hand as it does the left.
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