I’m not sure what percentage of annual jewelry sales happen in December, but I’d be willing to bet it’s a lot. Between engagement rings and year-end bonus spending, the final quarter has to be critically important for any jeweler’s balance sheet. Hence the ads:
(B.C. Clark doesn’t have anything to do with what I’m going to talk about today. I just threw it in for Hank, who loves it so.)
No, I’m thinking about the female image in jewelry advertising, and the problem it poses for creative directors. Because here’s the thing: Generally speaking, you can’t afford fine jewelry until you’re a little older, but putting Mikimoto pearls on wrinkly necks isn’t going to sell too many of them. But if the model is too young, it just looks weird. Princesses can wear zillion-dollar necklaces when they’re 19. Everyone else should be at least 30. Which brings me to this girl:
She’s been in the holiday ads for a local jeweler — and nowhere else I’ve seen — for a few years now. When she started, she looked like the prettiest member of the Michigan State junior-varsity volleyball team, bedazzled for some rich creep, like the girls in some “Taken” fantasy. She still does, to my eyes. Do you think a girl like her would wear a snake around her neck? Someone that wholesome should be in pearls, or maybe a diamond pendant.
Sometimes you can get away with a young model — it all depends on the context.
I swear, I could search “jewelry ads” in Google images all day. Some strange ideas out there.
Of course, women aren’t jewels, they’re people. Here’s my jewel, Sunday night:
I remember her first bass lesson, the teacher said, “You’ll look at a lot of butts.” He wasn’t much of a teacher, but he was right about that.
That’s at Cliff Bell’s, a local jazz club. The DSO program she’s in has a jam session every month there. Show up, bring your fake book, and dive in. it’s intimidating, but it works.
And now the week begins. On Tuesday, the state legislature will pass right-to-work legislation, capping one of the most extraordinary lame-duck sessions anyone can remember. Push aside the vitriol, and this column captures the sentiment of the moment. It’s going to be a bear; I hope I can see enough of it to get a few pictures.
In the meantime, a little bloggage:
A look at a bottom-ender, trying to make her way out. Another great Anne Hull piece from the washPost.
Have a great week, all.