When DeBeers reintroduced its A Diamond Is Forever campaign last year, many in the industry were thrilled because DeBeers has long been the only jewelry entity supporting industry category promotion. And its ads? Genius and heartfelt.

“De Beers’ iconic natural diamond category campaigns have shaped desire for natural diamonds over many decades,” Sandrine Conseiller, CEO of De Beers Brands, told the media last December.

Treliss Worldwide

Truer words have never been spoken. The holiday season is magical, and campaigns like theirs help drive home those warm, fuzzy feelings. Well-executed holiday ads are a must-have to help drive merchants’ sales, so clever visuals and messaging are top of mind among most jewelry manufacturers. The last three months of the year are the de facto season of sentimentality, and no one is better equipped to tug on those heartstrings than members of the jewelry industry!

Great holiday-specific ads and marketing efforts come from inspired thinking, sometimes when you least expect it. Aadesh Zaveri, owner of Treliss Worldwide Inc., and his wife were watching a movie when inspiration struck, giving her an idea for how to show different combinations of ring stacks. More inspiration comes from online brands and influencers who’re skilled at styling and showing collectors how to do so. To that end, Zaveri welcomes influencers into his offices to play and style designs, conducting impromptu photo sessions with end results that can lead to sales. Trunk shows do as well.

Original Designs / ODI

“We provide retailers with model photos if they ask, and we’ll create lookbooks for others,” he says.

Ostbye, too, shoots holiday photography. Some sessions highlight gift options in its 12 Days of Christmas campaign or its Top 10 Gifts program. All efforts translate into social media posts, images, Reels videos, and ad artwork. Its holiday flyer, meanwhile, is the easiest way to start a holiday campaign, according to the brand’s merchandise manager, Theresa Namie.

“It includes a gift with purchase to drive traffic,” she reveals.

Something else Namie’s team offers? Help with posting, boosting, and analytics for select content.

Treliss’s Zaveri says that 80% of his clients ask for social media help. Some want that assistance on a daily basis and others every quarter. Requests can escalate during the fourth quarter, but he lends a hand during Valentine’s Day and Mother’s Day, too.

At Chatham, strategic assets are provided to all brand partners to ensure they have robust sales in season. Media kits help merchants explain the benefits of the brands’ lab-grown gemstone jewelry and gives different messaging directions for retailers to adopt.

Chatham

“This year, we had a photo shoot featuring models wearing some of our popular lab-grown color and diamond jewelry,” explains Monica McDaniel, vice president and marketing director. “We’re getting ready to unveil fresh marketing campaigns using these professional images in time for the holiday season. These new marketing campaigns not only feature new professional images but also innovative messaging to appeal to every modern woman.”

Chatham’s most successful campaign to date? Touchstones of Life, which positions gemstones as the perfect gift and endorses the idea that they can begin a family tradition with lab-grown gemstone jewelry.

“This not only shows the timeless and perpetual beauty and value of lab-grown gems but also connects with consumers emotionally,” McDaniel adds. “On an emotional level, they can capture the most important moments of their life and pass those memories on to the next generation.”