by Richard Bickmore

Created on: November 25, 2009   Last Updated: November 26, 2009

A slogan, as defined by Dictionary.com, is: "A phrase expressing the aims or nature of an enterprise (or) organization...; a motto."

Successful slogans have a few things in common; they are short, easy to remember, and convey a significant benefit for the potential customer, be it a product or service. In the jewelry trade, the challenge is greater than in many other industries, since jewelry is not considered a "necessity".

The famous DeBeers' "A Diamond Is Forever" ranks No.1 in not only the jewelry trade, but in the advertising world generally. It meets all of the above mentioned characteristics, and its success is unquestionable. The effect of the word "forever" captures the potential customer on many levels. Diamonds, like marriage, should stand the test of time.

For a milestone such as an anniversary, what could be a more appropriate gift than diamonds? The "endurance factor" of diamonds speak to the investor.

Another approach is touting the company's stabilty and continued presence in the industry. Gordon's Jewelers has been "Celebrating Relationships Since 1905"."Trusted Jewelers since 1910", a gift from Belden Jewelers "Goes Straight To The Heart".

Zales makes this statement in its reassuring "America's Diamond Store Since 1924". A recent adaptation of this motto is even more to the point, unassailably referring to itself simply as "The Diamond Store".

Diamonds International uses the stability factor as well, while incorporating credence and a bit of exclusivity in their banner "A World Of Luxury, Value And Trust, Since 1986".

Men are often the targeted group by advertising campaigns in the jewelry trade, especially in (but not limited to) the bridal sector. It is usually considered incumbent upon the man to purchase engagement, wedding, and anniversary jewelry.

One poignant example comes from Szul.com in the form of the phrase "Rock Her World". And of course everyone is familiar with the clever jingle "Every Kiss Begins With Kay...", where the man is invariably portrayed as the giver.

Blue Nile, at present considered the No.1 online jewelry store, appeals to the intellect rather than the emotions with "A Smarter Way To Buy Diamonds".

Does a catchy phrase or jingle make a jewelry retailer sucessful? Perhaps, but only to a degree. The purpose of a slogan is to get the attention of the potential customer, to bring them to the dealer's business. After that, it is up to the business and its associates to deliver quality, service, and an overall pleasant shopping experience that makes the customer want to return.

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