Right-hand rings. The next big thing; with right hand rings, De Beers has decided to forgo the sentimental approach of the three-stone campaign, which involves a man and a woman, toward the 'unserved niche' of mature women, between 45 and 65 years of age.

From: Israel Diamonds | Date: August 1, 2003 | Copyright information

When it comes to staying ahead of the game, De Beers boasts a pretty good track record. Diamond anniversary rings, three stone rings and even the diamond engagement ring itself are all products that were honed and polished if not dreamed up entirely--by the company's marketing gurus.

Three stone rings and three-stone jewelry were very much De Beers' "last big thing." A generic marketing campaign sponsored by the company increased sales in this category from $500 million in the year 2000 to about a $2 billion market last year, and all because of a consumer message. According ...

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