Well, this is convenient. Hard on the heels of my recent editorial on the current state of marketing in the jewelry industry, a features writer over at Racked (a fashion/lifestyle headline-style site) took on the issue from Signet Jewelers’ perspective — you know, the largest
monopoly conglomerate covering such household names as Kay, Zales, and Jared.
The article is worth a read, especially if such figures as “$5.7 billion in annual sales” and “3600 stores” pique your interest. But free advertising and product placement aside, what does Signet try to say about their products and their massive share of the industry? They’re all about the (straight, middle class) man.
Women react to their marketing — all 10+ channels of it — with opinions ranging from “cheesy” and “gimmicky” all the way to feeling downright offended by the way the ads portray women and their relationships with men. The fairytale gifting scenarios and mass-appeal life event celebrations ring hollow for most, as is clearly removes any sense of responsibility on the part of the gifter to make an effort and understand a woman’s unique style. The emphasis is all on a come-hither ease of use, rather than any real meaning, romance, or sentiment.
The idea is to make the experience so comfortable, so ridiculously easy for the (straight, middle class) male shopper that he loses all ability to reason and simply buys what he sees the girl on the TV screen loving and crying about, with no consideration for his (ahem, or her) giftee’s desires and needs.
And this is how those poorly-chosen gifts end up here with us. They need broken delicate chains replaced with something sturdier to stand up to a tugging toddler. A watch strap that actually fits him. Three diamonds replaced in the micropave shank because she’s a hairdresser and they keep falling out. A setting lowered or swapped because the latex gloves she wears to the hospital every day are getting shredded by the prongs.
I appreciate the need for mass-market appeal, as I mentioned in my earlier post, because I believe it helps romance the whole idea of jewelry and not just that particular piece from that particular store. But this… is not what I mean. Offending an entire gender with patronization and general lack of nuance is not helpful. Convincing men to enter a store at holiday time and stand in line, zombie-like, to receive this year’s version of last year’s hit, is not the kind of experience this industry stands for.
My soapbox is starting to bend under the weight of my heavy disdain for these tactics, so I’ll leave you with this thought (from the article) for now: “Every time I see [one of their ads] on TV, I want to throw something at the screen… [t]hey are infuriating because they are an insult to my intelligence and emotions! I am not that easy to buy and gift-giving just isn’t that magical.”