Promoting Colour in Creative Ways

Diamonds are forever, or at least that’s what the major diamond companies continually try to hammer into the consumer’s mind. In the face of this kind of constant promotion, how can you successfully promote the beauty, value, and desirability of coloured gemstones?

Here are three ideas for promoting colour in creative (and effective) ways:

1. Link colour to life. It’s all too easy to fall into the rut of old habits each day, especially in these challenging economic times when people feel compelled to “play it safe” with their finances. There’s no reason why coloured gemstones cannot be promoted as an easy, cost effective way to bring a little bit of colour and glamour to life.

   Create opportunities to talk about coloured gemstones every chance you get. For instance, you might speak to a local retailers’ association about the different ways a simple splash of colour can help spark interest and attract customers; team up with a local fashion retailer and pair a coloured gemstone necklace with an outfit in the display window, show how coloured stones can add a sense of glamour to even the most conservative business suit, or suggest different colours that can be used to create different feelings and emotional responses.

2. Pair coloured gemstones to create distinct impressions. Show customers and potential customers several ways to pair and combine coloured gemstones for the purpose of creating specific effects and impressions. Take advantage of the drama of red rubies, for instance, by pairing them with pearls, sapphires, or lighter coloured rubies in a cluster setting. Or, show the rich colour of a dark sapphire combined with the glow of a yellow diamond, citrine, or the softer blue tones.

3. Maximise the display power of coloured gemstones. The background colour used in your coloured gemstone displays can have a dramatic influence on the radiance and attractiveness of the gemstones. Whenever possible opt for strong and dramatic background colours, such as darkest black, purest white, emerald green, or royal blue. These strong colours combined with the right lighting will make coloured gemstones literally leap out at potential customers, highlighting their beauty and increasing their desirability.

   Remember, there is no single right way to promote interest in and attraction to coloured gemstones. The most important thing to keep in mind is to let your creativity lead the way; don’t settle for the same old displays, done in the same old ways, and don’t fall into the same old patterns of advertising or promoting the same gemstones in the same way each week. Try different pairings of colour, combine colours into different topics or themes, or take a chance and try something completely different to anything you’ve ever done before.

   With a bit of thought and open mindedness to trying new things, you’ll be pleasantly surprised at the many different ways you can successfully promote the beauty and desirability of coloured gemstones in creative ways.

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