With the Christmas season left in the past, jewelers are once again aroused bringing to crescendo their marketing efforts and investing millions of dollars into their advertising campaigns, for here comes Saint Valentine's Day - another opportunity to boost sales and make up for what was planned, but failed to produce revenue in the New Year holidays.
CreditDonkey.com interviewed 1,109 Americans aged 18 and older. It was found that 58% of them will be celebrating St. Valentine's Day, and most of the respondents do not plan to reduce their spending in February this year, intending to loosen their purse-strings more than last year.
“Why not go for rubies?” says Ira Weissman, the founder of the TruthAboutDiamonds.com blog. “Since red is the color of the roses, chocolate boxes, and Valentine's Day, it would only follow that buying the fiery red gemstone would make sense as well. Rubies are becoming more and more popular as alternatives to diamonds since they are also rare, precious, and sparkly - but bursting with vivid color and character, and significantly more affordable than diamonds. Rubies have long been known as the "king of gems," the gem of the heart, and the symbol of romance, devotion, and passion,” Ira Weissman is admonishing, urging people to pay their attention to colored gems in general.
But the major stake, as always, is placed on the sale of diamond wedding rings. In the minds of many lovebirds Saint Valentine's Day is associated with the tradition of engagement, which, in turn, is difficult to imagine without a diamond ring. The gift-giving practice involving this kind of jewelry on the occasion of engagement or wedding came from the West and was quickly caught on in the emerging markets.
Someone once wrote that "humanity has never managed to find a common language and probably will never do, but there is a way to say about love clear to all women the world over and this is diamonds."
According to a recent sociological Internet survey by Bain & Co, diamonds are undoubtedly the most desired gift for women in such developing countries as China, India and Russia, and Saint Valentine's Day is a perfect excuse to buy it (or get as a gift).
New collections for the holiday
On St. Valentine's Day, a variety of jewelry pieces, from traditional classic to eclectic and very daring designer creations, sometimes bold and trendy, are waiting for their would-be owners.
Meet a classic love story from Cartier. On the occasion of St. Valentine's Day, this jewelry house has launched a campaign under the slogan “True love has color and a name”. The company released a romantic short film telling a story of an unexpected engagement, with the leading man rushing to the nearest store to buy a Cartier engagement ring from the brand’s new collection, Solitaire Cartier Destinée, before making his proposal.
The ring is made in platinum. Its extraordinarily beautiful diamond set in the center is surrounded by a crown of smaller diamonds. Reflected in the glow of each other, they create a stunning, simply dazzling brilliance. This jewelry creation will be on sale in Cartier boutiques from the end of February.
Men may find earrings for their beloved ones in a new collection released by Chopard, Precious Temptations. The 18-caract pink gold graced with drop-shaped amethysts and sapphire hearts looks like a classic expression of love.
Cascade "dancing" earrings and chandelier looking earrings, which were glittering in abundance at a recent awards ceremony, Golden Globe (a pace setting event in jewelry fashion for the year ahead) are coming into vogue.
The current trend of the Winter 2013 Season is showing off bright colors and eye-catching designs giving reins to the Big & Bold style, mixing bearings.
A collection of famous love locks, Lockit, by Louis Vuitton is a successful mix of classics with fashionable trends.
The romantic collection launched by Tiffany for St. Valentine's Day 2013 offers pink diamonds shining in its rings and pendants, as well as womanly gold and silver bracelets.
Silver jewelry and bracelets, as always, appear to be at the peak of popularity. Silver as a more affordable alternative to gold, but no less romantic, is recognized by a wide range of consumers, especially by young people.
The silver bracelet “Dodo, I love you” released by Italian jeweler Pomellato brings its message to loving hearts.
Popular lace bracelets from the union of Italian brands, Damiani and Cruciani, received a new interpretation right for St. Valentine's Day this year. Now wicker hearts alternate with silver beads decorated with tiny diamonds. Their limited edition will be available for sale in the stores of Rocca and, of course, in the best boutiques of Damiani and Cruciani.
Discounts and Offers
As usual, the Lovers Day cannot do without some kind of pleasant discounts and offers. The current St. Valentine’s Day is also not an exception.
A Valentine from Tiffany. You could visit the Dear Valentine column on the interactive micro-site whatmakeslovetrue.com run by Tiffany & Co, and the company was ready to take on the creation of a personal card to be sent to the one whose love takes you to the seventh heaven. The offer started on January 21 and was valid for a limited time.
India’s Gitanjali Group offers a 20% discount for purchases of diamond jewelry worth more than $ 186. The offer covers 15 Indian jewelry brands and will stay exactly one month. The action takes place under the under the banner of ‘Leading Jewelers of the World.’
In honor of St. Valentine's Day, a buyer who will purchase an engagement ring worth $ 7,000 or more, Israeli diamond company Leibish & Co will present another engagement ring with a diamond weighing approximately 0.25 ct (estimated at $ 1600.) or will provide a 15% discount on all heart-cut diamonds; the offer will be valid until February 14.
Jewelry gifts are planned to be made by 17% of men on this planet, while every third woman dreams to get such a gift.
Veronica Novoselova, Rough&Polished
