Right Hand Diamond Ring
By
Laura
CiocanThe hottest trend in jewelry fashion, the
Right Hand Diamond Ring seems to raise sales sky-high.
The latest trend in diamond jewelry is the Right Hand Diamond
Ring. The marketing significance load is addressing mainly to
the independent career woman of the 21-st century. It stands for
success, strength, self assertiveness and freedom.
After the world has been filled up with the symbol of eternal
love - the diamond engagement ring, the marketing strategy
accompanying this old-renewed product opposes the right-hand
ring to the diamond engagement rings and diamond anniversary
bands. It is not only being positioned on a different hand but
it also differs significantly in design. Its design purposely
avoids any resemblance with matrimonial rings, uses open spaces,
smaller stones instead of a single, in combinations expressing
the personality and individuality of the wearer.
In fact, it's not at all about the right hand, as women did
wear rings on their right hand fingers before this marketing
concept came into being, it's about what became almost an
obsession for the left hand ring!
And of course, after one conquest, others must follow – after
the diamond engagement rings hit, the market for diamond rings
still had potential! The commercial outcome is one of larger
proportions, first of all because the general tendency around
the world is to postpone or forego marriage, then, while the
diamond engagement ring addresses only to grooms-to-be as
buyers, the right hand ring addresses to both men and women. And
this is how:
The independent career woman
The idea was to go with the new wave of feminist thinking
stressing upon women's independence wish – married or not, you
still have to wear a diamond ring to reassess your leading
position alongside men! It's a sort of impulse for the women who
are generically tired of the role of housewives and feel they
can do better with their lives. So, the left hand ring stands
for the labors that marriage brings along while the right hand
ring reads as the careless, joyful side of life.
Men also
Men are also a target for this advertising technique: loving
husbands are encouraged to buy a gift for their wives that will
flatter not only their need for love proofs but also the thought
of being valued and respected as an independent person, and not
a nice accessory to men or a house decor item. And not only
married men should buy right hand rings, the concept has a wider
meaning: it doesn't matter if you are married or not, as long as
you are involved in a love relation you should definitely
consider buying a right hand ring as a gift!
For years, right hand rings have also been a sign of
commitment for gay couples. So, another market segment gained.
All advertising that deals with aspects of human vanity has
every chance to succeed, and when addressing to women, it seems
that the chances are even bigger. That they prevail in beauty
had been established long ago, but now it is not enough any
longer as it is not enough merely being accepted into the social
life. The need appeared for women to be recognized as equal in
value to men or even surpassing them. Working more and earning
more than ever before, women choose now to put the idea that we
live in a men's world way behind them.
And this intelligent marketing line is apparently indeed a
huge success, as sales have been going really high!
About The Author
Laura Ciocan writes for
http://www.loveanddiamonds.com/ where you can find more
information about diamond engagement rings
lauracio@gmail.com
Article Source:
http://EzineArticles.com/?expert=Laura_Ciocan
|
