We at Jim Feldman Creative Direction pioneered a movement in diamond jewelry advertising that clarifies and defines personal style versus conventional, traditional definitions of luxury. This is an idea we brought with us from other work we had done in jewelry and metals (gold notably) and from our work in fashion, cosmetics and fragrances. when a client specializing in yellow diamonds came to us wanting to brand and market its stones, we saw a way to apply the idea of personal style and individual expression to the company’s jewelry. The very slim market for yellow diamonds consisted of women who were older than bridal age (35 and up), leaders in taste rather than followers, well informed, and with the financial means to act on their desires. While the client wanted us to market yellow diamonds to the bridal market, we saw a far greater opportunity, which was to let women of this segment know that they had another possibility to define their style with something truly rare and beautiful. As is everyone, we were aware of the cultural currency of being blonde, and how for ages has been force-fed as the standard of beauty to the American consumer. Not every woman can be blonde, although many try and many fail miserably. But give women the possibility to possess "blondeness" and you have another equation altogether. So we recommended to our client that rather than just brand their yellow diamond jewelry, we rename the category along the lines of calling copies “Xeroxes” and tissues “Kleenex.” Ergo "Blonde Diamonds" which conveys not only the nature of the stone but the idea of a certain glamour as well. Knowing that the majority of Americans are increasingly anything but blonde, we built the campaign around "Portrait of a Blonde.” The only blondes in sight are the stones; the models are all dark-haired and not typical. We wanted to speak to the real woman who will see the ad, not some fake version that is a product of advertising. We continued the campaign with "New Blonde in Town,” "Meet a Natural Blonde" and "Blonde Becomes Her.” The tag line for the brand is "For the woman who lives life in color" LBLM_News.html
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