In June, the Jewelry Information Center (JIC) worked the air and radio waves in an effort to get consumers more interested in fine-jewelry and wedding trends.
The multi-dimensional media campaign, which included radio and television appearances, as well as newspaper articles, centered on engagement ring and wedding band trends inspired by what celebrities are using to tie the knot.
The project of the American MSNBC cable TV channel Today Show Throws a Wedding - Race to the Altar run from April to June also contributed to promoting bridal offerings from major jewelry retailers. At the last stage of the project viewers were proposed to choose wedding bands for the winning couple going hitched. Finalists to the program were jewelry companies Kwiat, Ritani, Kirk Kara and Bulgari. Viewers voted Kwiat the winner. At the wedding ceremony LaDonna Bradford sparkled in $1 million dollars worth of jewelry by Kwiat. The bride and her groom Darnell Suggs exchanged platinum wedding bands from the new bridal collection Fidelity released by Kwiat.
British jewelry company H.Samuel joined forces with Forever Diamonds and the OK Magazine to organize a contest offering 1,000 pounds sterling ($1989) in cash for bridal purposes and the opportunity to announce one’s engagement in the magazine along with photos and an interview.
The opportunity to take part in the contest is open to any customer of H.Samuel who buys a Forever Diamonds engagement ring.
This year it is the second time the contest is on.
