Diamond merchants dub 'right-hand ring' next big thing Jewelry Portal BR

Diamond merchants dub 'right-hand ring' next big thing

De Beers Group, the diamond behemoth, has a discreet message for women this fall: Your right hand is underdressed.

The Diamond Trading Co., De Beers' London-based marketing arm, is hawking a new genre of jewelry that it has dubbed the "right-hand ring." In going after that hand, De Beers is pursuing women who may or may not be married--but who can think and buy for themselves. After all, "Your left hand rocks the cradle. Your right hand rules the world," declares one ad in a campaign set for September issues of magazines.

Created by ad agency J. Walter Thompson, a unit of WPP Group, the ads--appearing in Conde Nast Traveler, Elle, Vogue, Vanity Fair and other magazines--are aimed at 30- to 54-year-old women with household incomes of $100,000-plus.(Continue Reading)

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