The Jewelry Industry

The jewelry industry is just as strong now as it has ever been. The thing we really have to look at is what they are doing to attract sales.  Ever since there have been ads the jewelry industry has been using them in ways to take advantage of peoples insecurities and desires about social status, love and marriage. This first advertisement is especially condemning in this case. Even though the majority of the commercial is not in English, you can tell from the context what is going on.

The commercial implies that by wearing this brand of jewelry it makes the wearers more prone to marriage. “Jewelry that makes you want to marry” is used at the end of the advert and it is just ridiculous. This prays on a person’s fear of rejection by implying that just by having or presenting the jewelry it can make a person want to marry another. Think she might not like you enough to marry, or your social image might affect her decision? No problem, locate your nearest Tanishq Jewelry dealer. Now lets shift to a common jewelry store we all know, Jared. 

Have you ever been concerned about your social status in the world around you? According to Jared all you need to show your high ranking status is to purchase one of their fine pieces of jewelry. Watching the video you can clearly hear them say they have been supplying jewelry to the world’s ancient royalty and modern red carpet goers alike; if you want to be like them you need buy from Jared. Jewelry is portrayed by advertisements to symbolize wealth, power and high social status. How often are successful people, actors, musicians, etc seen in commercials to be sporting expensive jewelry?  From this bombardment of advertisements a large number of us have come to accept these portrayals as truths.

 

Playing on symbolism and tradition of marriage the many companies try to make it seem as if buying their product will make you have a happier or long lasting marriage. Take the above image for example; pulled from the webpage of Kay’s online March catalog. Every kiss begins with Kay, and according to this ad so do long lasting marriages. You can see the his and her rings overlapped next to each other with the words “Tell the story of your love, Now and Forever” emblazoned across the middle. This clearly portrays the idea that that if you have these rings, then your marriage will last forever.

 If expensive jewelry had anything to do with your marriage, or true status as a human being then maybe the richest of us would never divorce, and the best of us, no matter what sacrificed, would be covered in diamonds and rubies. While looking into the issues revolving around advertisement in the jewelry industry, I discovered that three major jewelry distributors (Kay, Jared, and Zales) are all owned by a single corporation name Signet. So even though all these companies are trying to exploit your emotion for your sale, in the end it doesn’t matter where you go.

Works Cited 

https://www.kay.com/CatalogViewerForm?langId=-1&storeId=10101&catalogId=10001&catalogURL=https%3A%2F%2Fcareyweb.com%2FSterlingFlipBooks%2FKayMarch2016%2FDVL%2Freader.html&catalog=March+Catalog