Hyde Park, Rado win first-ever 'Best Of' awards

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Hyde Park, Rado win first-ever 'Best Of' awards

February 24, 2009

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Judges in National Jeweler's Best Of Awards for print advertising chose Hyde Park Jewelers' playful advertising campaign (right), in which fine jewelry and watches are arranged into numbers, as the grand-prize winner in the retailer division, and Rado's ad, in which a timepiece is the center of attention, as the grand-prize winner in the supplier division.

New York--National Jeweler has released the results of its first-ever "National Jeweler Best Of Awards," a monthly contest showcasing the finest in marketing and product design.

Judges for the January contest--in which the category of focus was print advertising--included Adweek magazine Creative Director Ellie Parpis, Fruchtman Marketing President Ellen Fruchtman and National Jeweler Editorial Director Whitney Sielaff. The judges examined print ads in two divisions: retailer and supplier.

In the retailer division, Hyde Park Jewelers, with stores in Denver, Las Vegas and Phoenix, was named the grand-prize winner for its ad campaign generating awareness that the retailer was expanding in size and merchandise. A variety of print ads showcase various watches and pieces of jewelry arranged into numbers, counting down the days before the unveiling of a larger, full-service jewelry store.

Among the finalists in the retailer division is Lee Michaels Fine Jewelry, with stores in Louisiana, Mississippi and Texas. The retailer's campaign juxtaposes photography of musical instruments and the ballet with classic diamond jewelry, playing up the connection between art and emotion. The finalists also include Tucson-based Krikawa Jewelry Designs, whose ads brand its product as unique, high-end wearable art that is "co-created" by the designer and the customer, and Portland, Ore.-based Maloy's Jewelry Studio, whose campaign focuses on education and finding the perfect piece of jewelry for every customer. Finally, Kansas City-based Tivol was chosen as a finalist for its campaign created by brand-building agency The Collaboration. The campaign reinforces Tivol's status as the region's most respected retailer and one that is likeable, approachable and down-to-earth.

In the supplier division, Swiss watch brand Rado came out on top as the grand-prize winner for an advertising campaign setting its timepieces as what the brand describes as a "solitary hero in the world of contemporary design." The ads feature Rado's iconic watches set against a calm and silent environment, making for ads in which the timepiece is the focal point.

Finalists in the supplier division include fellow Swiss watch brand Ebel, whose campaign features supermodel Gisele Bundchen photographed by famed fashion photographer Craig McDean; Diamond Trading Co. sightholder Eurostar Diamond Traders, whose creative highlights the company's strong market reputation and strategic competencies in diamond manufacturing and marketing; diamond jewelry brand Kwiat, whose latest campaign, shot by renowned fashion shutterbug Patrick Demarchelier, builds upon the established "Simply Brilliant" creative; and, finally, jewelry liquidator and wholesaler Wilkerson and Associates. The latter's campaign was created by The Nulman Group, which was charged with introducing Wilkerson's exclusive John Bagley line.

As the grand-prize winners, Hyde Park Jewelers and Rado will receive mention in a four-color ad in National Jeweler, as well as editorial mentions in the magazine and on NationalJeweler.com and the daily e-newsletter.

"In today's market, jewelers are torn between their needs to drive traffic and to economize," Sielaff said. "Dollars invested in advertising must, more than ever, yield maximum return. National Jeweler is seeking, through these monthly contests, to establish benchmarks for our audience to use in developing creative materials and executing on marketing strategies. We applaud the entrants, finalists and winners in January's print advertising contest for their high standards."

Over the next few months, contests will be held in the categories of colored-stone jewelry, online advertising and silver. For more information on the "Best Of" Awards and upcoming contests, click here.

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