Misguided Rules of Engagement

I received an email from a female co-worker with the following message:

“Is it just me, or is this pretty horrible?”


http://www.guaranteed-yes.com/ (site is down… and that’s a good thing)

This is a Web site sponsored by a high-end jeweler and appears to be designed to aid guys in first making sure they really want to pop the proverbial question as well as tips on how to ensure their efforts are successful. Ironically, it was found on a web-site geared to women.

After much discussion around the office, it was unanimously decided that she wasn’t alone – everyone agreed that the site is bad and everyone was offended, even if for different reasons. Whether it had to do with the actor teaching guys how to manipulate their girlfriends or the decision to use bad language or simply the triteness it conveyed about getting engaged, it simply did not resonate well.

But, its greatest offense? It was as though a trusted friend had betrayed you. This local jeweler has traditionally evoked an amazing sense of understated elegance and trust among women that can only be achieved with a constant commitment to integrity and quality for nearly 175 years. You simply cannot pay enough in monetary terms to attain this type of brand. But in contrast, it appears it takes little to wipe it out in one clean swoop. Women in this office declared they would want their fiancés to go elsewhere when shopping for a ring, based on the advertising alone.

So, I decided to take my informal poll outside the office. Same results. Women were offended.

You might be thinking, what does it matter what women think? Men purchase the engagement rings, right? And while you might be partially correct, it does not stop there. Women want to be proud of where their ring was purchased. And guys want their fiancés to be happy.

But most importantly for jewelers, according to Diamond Promotion Services:

The average price of an engagement ring goes up when women are involved in the process.

This rings pretty loud.  So, the first task at hand for jewelers, especially high-end, should be to get women drawn in…. not to alienate them.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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