Holloway Diamonds' 'princess ring' competition in Australian Women's Weekly
Holloway Diamonds tie-ups broaden target market
Posted May 10, 2011 | By Sonia Nair
High-end jewellery retailer Holloway Diamonds hopes to raise its profile by holding competition collaborations in two of Australia’s biggest glossy women’s magazines during the same month.
In a major coup for the retailer, Holloway Diamonds created an exclusive ‘princess ring’ for a competition in Australian Women’s Weekly’s ‘Royal Wedding Collectors Edition’, which has already become its biggest selling issue in 10 years.
With a cluster design inspired by the royal wedding between Prince William and Lady Kate, the 18ct platinum ring is valued at over $30,000. It features a 5.38-carat oval sapphire surrounded by 14 round brilliant-cut diamonds, totalling 1.10 carats.
Holloway Diamonds general manager Rebecca Sheahan said the jeweller chose to collaborate with Australian Women’s Weekly because it is a magazine with a wide appeal and would allow the high-end retailer to target the general market.
“We like to think of occasions and reasons why people would want to shop with us and [Australian Women’s Weekly’s main demographic would celebrate] births of babies and anniversaries,” she explained.
The competition ends on June 2, 2011.
Sheahan said Lady Kate Middleton’s jewellery choices bode well for the diamond market. “Kate obviously likes classic diamond jewellery which is good for our market.”
Holloway Diamonds has also collaborated with Grazia on a competition to give away a handcrafted 18ct white gold, pearl and diamond-set tiara worth more than $21,000.
“With Grazia, we were targeting the female market between 18 and 45-years-old. Grazia’s readers are professional, independent, fashion-conscious women,” Sheahan said.
“Being in both these publications, I think Holloway Diamonds has successfully covered the female reading population of Australia,” she added.
The Grazia competition runs until May 15, 2011.
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