Diamond merchant Lazare touts unique cut in new ads

Cardona, Mercedes M.
September 1999
Advertising Age;9/6/1999, Vol. 70 Issue 37, p12
Trade Publication
This article provides information on the My Lazare diamond theme advertising campaign launched by Lazare Kaplan International, a company which cuts and shapes gemstones before selling them to jewelers, to build a relationship with its consumers. The campaign was conceptualized by Heitner Weiss, which uses a first-person narrative describing the attributes of the diamonds. It was budgeted at just less than $2 million. Lazare previously limited its marketing to training jewelers' sales staff, with some spotty consumer efforts in the 1980. The campaign does not compete with De Beers Consolidated Mines' long-running Diamonds are forever advertising effort, which, coming from the diamond cartel, attempts to sell consumers on the stones generically, instead of buying other gems. The Lazare advertising is designed to convince consumers to ask jewelers specifically for a Lazare-cut diamond. Lazare was the first to produce the ideal cut, a precise geometric formula that gets maximum sparkle and brilliance from the stone by catching the light at just the right angle.


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