Ilovediamonds.com gets women to talk about their 'first time'

The jewellery e-tailer has launched a campaign targetting women who are yet to make their first diamond jewellery purchase.

A new entrant in the jewellery e-tailing segment ilovediamonds.com has launched its first advertising campaign, which includes three TVCs. The campaign has been conceptualised by Be Positive 24. Other players such as Bluestone and Caratlane have already been running ads on television.

Titled 'My First Time', the campaign cheekily works on the mystery created when women describe the feelings of 'their firsts'. It is later revealed that they are all talking about their first experience of buying diamond jewellery. Interestingly, the campaign talks about buying the 'first piece of diamond jewellery', and not just another one.

Abhishek Shah, managing director, Be Positive 24, says, "Our study of the jewellery segment revealed two very interesting insights: most Indian women amongst our target segment had never bought diamond jewellery and even amongst those who did, only a handful had bought them online. A diamond is a woman's most cherished possession and every woman looks forward to owning one. This insight was our big idea."

The TG of the brand comprises women between 25 and 38 years of age, with a monthly income of Rs. 40,000 to Rs. 60,000. Elaborating on the TG, Pankaj Chetan, founder and CEO, ilovediamonds, says, "She is today's modern Indian woman who is independent and makes her decision for herself. She may or may not be married. She is net-savvy and spends atleast three hours every day online, either on her smartphone or PC. She is a first-time diamond jewellery buyer."

The multi-media campaign will be spread across television, radio, OOH, print, digital, events and other BTL activities. GECs , lifestyle, movies and news channels are being used to lure the TG.

When asked how Indians can be driven to shop online in an expensive category, Pankaj adds, "Our philosophy is 'when diamonds are precious, then why should the designs be ordinary'. This vision is replicated in each and every design. The price points will amaze people who have been thinking of buying their first diamond jewellery, but have been under the assumption that they are expensive."

Ilovediamonds.com was started in 2015, and is headquartered in Bengaluru. While it plans to expand to 25 cities, it currently operates through three stores in Bengaluru, Chennai and Coimbatore.