Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Business and Policy Studies
Series Vol. 8 , 13 September 2023
Open
Access | Article
Analysis of the Importance of “Love” and Brand Marketing to Diamond Product Sales—Taking Darry Ring as an Example
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Abstract
As an industry with a very long history of development, diamond products are now very diversified in marketing methods, but adding love attributes to products is still the mainstream of diamond marketing. In previous studies, the research generally focuses on the diamond export control adopted by De Beers and the marketing miracle of "A Diamond is Forever." However, today's diamond industry has a more innovative way of publicity. This paper is making efforts to analyze what impact love and brand marketing can bring to the diamond industry. The turnover changes in recent years of the Chinese diamond brand Darry Ring and its unique and innovative marketing methods are going to be analyzed. The result shows that the marketing method of "a man can only customize one ring in his life" adopted by Darry Ring has brought great social attention and sales growth to the brand. At the same time, this innovative concept has also helped Darry Ring successfully shape its brand image, which is obviously different from the traditional diamond product brands and is highly sought after and welcomed by consumers.
Keywords
Darry Ring, diamond product, diamond marketing, De Beers
References
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2. Chang, S., and Heron, A. "The Global Diamond Industry." Chazen Web Journal of International Business (Fall 2002).
3. De Angelis, M., Amatulli, C. & Petralito, S. “Luxury and Sustainability: An Experimental Investigation Concerning the Diamond Industry.” In: Coste-Manière, I., Gardetti, M.Á. (eds) Sustainable Luxury and Jewelry. Environmental Footprints and Eco-design of Products and Processes. Springer, Singapore. (2021) https://doi.org/10.1007/978-981-16-2454-4_9
4. Tang, J., and Chen, S. “The Future Improvement of Darry Ring and Its ‘Only’ Marketing Strategy.” THESEUS (2015).
5. Xiong, Y., and Chen, J. “Marketing Mode of Jewelry Brand under Background of SoLoMo: An Example of Darry Ring’s Weibo[J].” Journal of Gems & Gemmology. 2016, 18(6): 59-66.
6. Amelia, Sindy Y., and Hudrasyah, H. "Consumer’ Purchase Intention Towards Diamond Jewelry in Indonesia”. Journal of Business and Management. Vol. 5, No. 6, 2016: 747-763
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-915371-43-0
- ISBN (Online)
- 978-1-915371-44-7
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/8/20230282
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited