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supplier of diamonds in the world. In September 2003, DTC launched a new campaign aimed at successful, single women with the phrase "Raise Your Right Hand."
The campaign targeted women who were not in love and who were looking for a way to express their independence and success. The diamond right-hand ring entered the market and became the hot item among celebrities. In turn, the celebrities influenced single, wealthy businesswomen to purchase a ring for themselves.
According to a report put out by the Diamond Promotion Service, a branch of advertising company J. Walter Thompson, after four months on the market, the diamond right-hand ring contributed 6 percent to the growth of the non-bridal market. On the coasts, 4.9 million of these rings were sold, halting a five-year decline of ring sales and a 9 percent increase in right-hand ring sales occurred in the first half of 2004.
The Local Trend
Mark Hurst, owner of Hurst's Fine Diamonds, chose to advertise the right-hand ring using the ads put out by the DPS and the DTC. He says that although the trend took the coasts by storm, it has yet to hit the Midwest.
Other jewelers say they agree with Hurst that the trend has yet to catch on here.
Krystyn Renfro, a sales associate at Goldmaker's Jewelry, says the store's sales have not changed since the start of the campaign.
"Women come into the store once or twice a week looking to buy a ring for themselves," she says. "When you compare that to the five couples a week who come in to purchase engagement rings, it's not very much."
What Is A Right-Hand Ring?
A right-hand ring has specific criteria
according to a report put out by the DPS. It requires at least one diamond of .20 karats or more with space between the diamonds and the metal. Furthermore, the jewels must run in a north to south direction. The DPS say the ring is supposed to express one's individuality and should not resemble an engagement ring, anniversary ring or wedding band.
The ring can contain all the same shaped diamond cuts, whether it be princess, marquee, square or oval. However, a variety of different shapes can be incorporated.
Renfro and fellow co-worker Bernadette Zacharias say they think these specifications are too binding.
"We try not to pigeonhole our customers with terminology," Zacharias says. "We might sell rings that make women feel independent and successful, but we don't attach the name 'right-hand ring' to those particular pieces."
Right-hand rings vary in price range.
Hurst says the rings start at $199 and can run up to several thousand dollars.
"It depends — right-hand rings could cost the same as an engagement ring," Hurst says.
He says that because not everyone can afford a ring worth thousands of dollars, the DPS and DTC try to offer various price options.
Why Buy?
Most women who come in looking to buy a ring for themselves are hoping to show their independence and success, Hurst says.
Elam says she bought her ring because she is independent and successful, but for business reasons as well.
"I sell real estate," she says." And in this business, you are taken more seriously if you are married."
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