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.
About Whiteflash.com
Whiteflash.com is the first company in the U.S. to offer an exclusive brand of Hearts & Arrows diamond and bring the sheer beauty of “super ideal cut” to the Internet. Debi Wexler, a computer entrepreneur, founded Whiteflash.com in 1999 bringing an expansive selection of loose diamonds to the Internet, including an exclusive brand of Hearts & Arrows diamonds. Whiteflash ACA is unmatched in its brilliance, fire and sparkle and remains the only Hearts & Arrows diamond sold online with advertised standards and a “true patterning” guarantee. Whiteflash.com also offers original, handcrafted platinum and gold settings, diamond engagement rings and wedding bands and custom designed jewelry. For more information, log on to www.whiteflash.com or call 877.612.6770.
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