Stuller Offers Journey Turnkey Program

Stuller, the Lafayette, Louisiana-based jewelry manufacturer and wholesaler, has put their own twist on the soon-to-be-launched Journey Diamond Jewelry (JDJ) Program with the use of a unique tagline, "Wherever Love Takes You." Stuller believes that for committed couples, every journey is unique.

JDJ, the latest diamond campaign initiative developed by the Diamond Trading Company (DTC) in the U.S., aims to help consumers celebrate life's relationship journeys with the gift of diamonds.

"The Journey Diamond Jewelry concept embodies powerful themes," said Harold Dupuy of Stuller. "We all believe that love will only get better, and we are all looking forward to the future of our relationship whether it is a new one, or one that is long established."

The generic Journey Diamond Jewelry program's televised media campaign, devised by JWT, is scheduled to kick-off later this month.

"What is so exciting about JDJ is how well the concept resonates with consumers. It significantly outscores 'Past, Present, Future' with both women and men in its appeal, and especially with heavy owners and buyers of diamond jewelry," says Dupuy. "That indicates a highly receptive market we can reach out to with our message."

Marketing materials developed by Stuller to support the Journey concept, play upon the simple idea that all relationships are unique journeys. Stuller's JDJ program for retailers features all the components that the DTC and the Diamond Promotion Service (DPS) have identified as crucial to the success of the new campaign, namely merchandise of varying price points, theme coordinated in-store displays and signage, as well as sales training materials. Stuller's program offers retailers an added benefit, or twist, the use of their unique trademarked tagline, "Wherever Loves Takes You."

"We have chosen a 9-piece representative assortment from our collection of 33 Journey Diamond Jewelry pieces for retailer, showcase-ready, displays. The assortment is available as finished jewelry, or as gold-plated alloy samples set with CZ's. So, either jewelers can invest in live inventory for immediate delivery, and then call us for overnight replacement, or, if they prefer, they can conserve their dollars by purchasing an alloy kit and order finished pieces for delivery the next business day," explains Steve MacDiarmid of Stuller.

"Our marketing materials in the JDJ kit include in-store signage, posters, print ad slicks, radio spots, and direct mail and television ads. Moreover, a Stuller-supported Journey website, www.journeywithdiamond.com, has been established as a link for retailers to use for their online promotions, as well," continues MacDiarmid.

With gold currently at just over $600 per troy ounce, Stuller's product prices range from $160 to $1484 and, at a triple key suggested retail, that becomes $480 to $4452.