It’s time to check up on what DeBeers, errr, sorry, the Diamond Trading Company (DeBeers’ marketing arm) has in store for the discriminating consumer in 2004. When we last looked in on the DTC, marketing efforts for the right-hand diamond ring, designed for women to buy for themselves, were in full swing (my DTC post from Nov 03). Plans have now been unveiled for year two of the right-hand ring push, and they are not letting up. “We’re still working on making it a cultural imperative to own a right-hand ring,” says the DTC. But the vertical ring styles, designed to differentiate “relationship” left hand rings from the “I’m independent enough to buy my own jewelry, thank you” rings, have not been selling as well as traditional styles. Designers will be encouraged to be creative with more differentiated styles. 25% of the DTC marketing budget will be devoted to the right-hand ring promotion. Another 25% will go towards a new campaign that will remind men to buy diamonds for anniversary gifts. Apparently two-thirds of married women have never received diamonds for their anniversaries (oh, the humanity! :-) Although retailers reminded them that diamond stud earrings and bands are popular anniversary gifts, DeBeers, errr, the DTC, chose to focus on three-stone rings for this campaign. Good thing our fingers aren’t wider.