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Betteridge Jewelers calls on NYC agency for ads

October 10, 2007

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A 110-year old, three-generation family jeweler based in Greenwich, Connecticut unveiled its new light-hearted campaign created by advertising agency Klein & Byers. Owner Terry Betteridge described himself and the other principals of the company as “a bunch of dumpy old guys selling jewelry,” an attitude that sets them apart from other jewelers. So the New York-based agency created a campaign reflective of the warm, non-intimidating environment customers can experience at Betteridge.

The ads show the owner, the chief executive officer and the director of antique and period jewelry adorned in $20 million worth of jewels, including a tiara from the 1890s. The first ad appears in Vanity Fair, and others will appear in New York Times Magazine, Portfolio and The Robb Report. Outdoor posters are displayed on Metro-North Railroad, phone kiosks in New York City and at private airports.

The campaign, which took nine months to complete, includes a new Web site. The homepage features a photo from the campaign with a caption that reads "Jewelers since 1897." A series of interchanging adjectives—serious, fanatic, friendly, fun and world-class—appear in front of the caption.
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