As quoted in the Wall Street Journals July 2, 2007 Article by Simona Covel, "The ad is part of a long process to cultivate the store's image as an irreverent and fun place for guys to buy diamond jewelry".

Facing the worst economic downturn in decades, Smyth Jewelers in Baltimore, Maryland knew it couldn't just act like nothing's happened. Instead, Smyth decided to boldly remind people that an engagement ring is still a must -- regardless of the economy. The campaign began with the headline, "Love is recession-proof," and was followed with two more outdoor boards urging people not to delay both engagement, and the ring itself.

LeRoy Jewelers of Tacoma, Wash., hoped to generate buzz and news coverage from its outdoor ads, and the retailer did just that with one ad targeted at Tacoma's most prominent company, Russell Investments, which employs some of LeRoy's best customers. With company executives deciding this year whether or not Russell Investments will stay in town or move to Seattle, LeRoy whipped up an ad within sight of people in the Russell building, reading: "Russell--Don't love me and leave me!" The campaign, with its teasing messaging, generated comments on blogs and was the subject of a Tacoma News Tribune article.

To immediately and memorably set Davis Jewelers above and apart from the competition with a more humanized image for broader appeal. Our desired preception is "I like Davis Jewelers because they sound easy going and low pressure. I like that they are family-owned and have a sense of humor. They aren't stuffy like other jewelers and it sounds easy to find what I want."

Henne Jewelers used outdoor advertising to attract holiday shoppers to its first-ever online catalog and also to attract a younger demographic into the store.

As quoted in the Wall Street Journals July 2, 2007 Article by Simona Covel, "The ad is part of a long process to cultivate the store's image as an irreverent and fun place for guys to buy diamond jewelry".

We chose to put an image of the Texas sky on the billboard instead of putting a piece of jewelery or anything about the company because there are too many billboards as it is and thought it would be more beautiful to see what was there to begin with.