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A new marketing campaign from online jewellery retailer James Allen has drawn the ire of consumers on social media. | Source: Reddit
A new marketing campaign from online jewellery retailer James Allen has drawn the ire of consumers on social media. | Source: Reddit

Missing the mark: James Allen campaign poorly received

A new marketing campaign from online jewellery retailer James Allen has drawn the ire of consumers on social media.

Founded in 2006 and headquartered in New York City, James Allen specialises in online diamond and diamond jewellery sales. The company has showrooms in New York and Washington DC.

James Allen recently launched an advertising campaign in New York City’s subway transit system, and social media users have been quick to air their grievances.

Among the slogans featured in the campaign was “Stop acting like a child. Buy her diamonds.” Another advert feature states that consumers should “Leave the cute in kindergarten. She wants diamonds.

Thousands of people have negatively reacted to a post on the social media platform Reddit, criticising the company for its use of outdated gender stereotypes and demeaning messaging.

Leah Meirovich, Rapaport News Editor
Leah Meirovich, Rapaport News Editor
"Just because you or your marketing team might find something funny doesn’t mean your clientele will."
Leah Meirovich, Rapaport News

“I once interviewed a jewellery consultant who emphasised how important it was to have a client advisory board to run ideas past,” writes Leah Meirovich of Rapaport News.

"Just because you or your marketing team might find something funny doesn’t mean your clientele will.

“This is a prime example of that — a marketing campaign from James Allen on a New York City subway that went viral for all the wrong reasons: gender stereotyping, demeaning consumer messaging, and more. Is all publicity really good publicity? I’m not so sure.”

In September, the company publicised a similar marketing campaign with an emphasis on sexualisation.

Among the larger slogans were, “When it’s bigger than you expected” and “You’ll want to sign for this package.”

Other messages were more straightforward: “Size does matter” and “Rock her world.”

Feedback on social media was equally as unforgiving, with users describing the campaign as ‘gross’ and ‘disgusting’.

 

James Allen - nyc subway campaigns

 

WATCH VIDEO

 

More reading
Surprising decline in revenue for Signet Jewelers
Sales decline for retail jewellery giant
Signet maintains guidance despite declining jewellery sales
Signet reviews forecast following sales decline
Recession proof: Tiffany & Co. launches new campaign
Misleading advertising: Diamond industry’s war of words

 

 











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