Jewelry.com and DPS Declare October Is Right Hand Ring Month

Jewelry.com and the Diamond Promotion Service (DPS) are declaring October Right Hand Ring month, ringing in the season with a month-long campaign.

The focused October campaign will promote retail sales of any fashion (non-bridal) ring typically worn on the right hand, set with diamonds only with at least one significant diamond of .20 carats or larger.

Throughout the month, retail stores nationwide, supported by a multi-million dollar advertising and PR program, will be promoting the diamond category that celebrates a woman’s desire to treat herself and acquire a diamond ring.

Since the launch of the Right Hand Ring campaign in 2003, the non-bridal, fashion diamond ring category has seen sales jump by over 15 percent. Broadening the definition is expected to accelerate the category growth by offering a Right Hand Ring for every woman, in every style, at every price point.

“The broadening of the Right Hand Ring definition by the DPS was received with great enthusiasm by all our participating retailers,” said Ofer Azrielant, Chairman of Jewelry.com. “They see it as a great opportunity to further the reach of the Right Hand Ring.

“The major marketing investment by DPS and Jewelry.com has drawn support from retailers, who will also be committing substantial marketing resources of their own to the October campaign.”