This Sweet, Same-Sex Love Story Pitches Fine Jewelry to Millennials

Diamonds by Raymond Lee Takes the Storytelling Approach

Published On
Jul 11, 2017

Editor's Pick

Fine jewelers have been broadening their marketing approaches in an effort to attract the younger set. Tiffany & Co. has featured diverse couples in its advertising, while Diamond Producers Association wove complex relationship tales for its own ads. Now, jeweler Diamonds by Raymond Lee has debuted a beautiful film centered on the loving relationship between two women.

The ad opens on the pair as they begin what promises to be a gal pals' night on the town. They have a bite to eat, stop at a pinball arcade, hop on skateboards, dance in a garage and cruise around in a convertible, letting the wind fly through their fingers and hair. All the while, it seems like a glorious tale of friendship until the spot's finale, when the pair sit together watching the sunrise, and one of the women presents the other with a small box. Turns out, she's proposing and the two joyfully kiss. The soft, melodic track "Lemon Tree" by Lai, adds to the sweet emotion of the tale.

Karen Neicy, a former agency creative, produced the film along with director Damian Fitzsimmons and his company Brave Man Media. According to Neicy, "our biggest concern in working with an LGBTQ-themed story was not to be exploitative." The story itself is subtle, but the product-pimping is even moreso, as the retailer's wares appear with little fanfare in various scenes.

"As a team, we felt that portraying a young, LGBTQ couple was something that needed to be done effectively, and had not been in the past," added CEO Lee Josephson. "As far as our marketing goals were concerned, we understand that millennials don't want to be marketed to. At least we don't -- our entire team is composed of millennial creatives. It was a challenge trying to figure out how to incorporate our brand without being too didactic. The same challenges present themselves to fine jewelers marketing to a millennial audience. How do you market a product without being blatant? We choose to tell stories."


Jul 11, 2017
Diamonds by Raymond Lee
Diamonds by Raymond Lee
Karen Neicy
Damian Fitzsimmons
Production Company:
Brave Man Media

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