STULLER SETTINGS™ & DeBeers™ Diamonds

• CLIENT — The world’s leading jewelry manufacturer, together with the world’s number one name in diamonds;

• MARKETING CHALLENGE — Years earlier, GOLD created Stuller’s brand identity, helping them to be recognized as the preeminent settings provider. This new initiative was to help achieve the same reputation with diamonds and gemstones;

• PRIMARY RESEARCH — Our national research quantified Stuller’s low awareness for diamonds and gemstones among retailers. It also uncovered some very important customer misperceptions;

• CREATIVE SOLUTION — We developed an in–depth strategic marketing plan that showed how creating separate business divisions for diamond and gemstone would increase awareness and trial among retailers. We also developed new product concepts in partnership with DeBeers (such as the “Vera Wang Collection”) to create additional interest; and

• RESULTS — The campaign quickly doubled retailer inquiries for their diamonds and gemstones, and sustainably increased revenue. It also won numerous international awards.