Analysis of the Importance of Love and Brand Marketing to Diamond Product SalesTaking Darry Ring as an Example

Abstract

As an industry with a very long history of development, diamond products are now very diversified in marketing methods, but adding love attributes to products is still the mainstream of diamond marketing. In previous studies, the research generally focuses on the diamond export control adopted by De Beers and the marketing miracle of "A Diamond is Forever." However, today's diamond industry has a more innovative way of publicity. This paper is making efforts to analyze what impact love and brand marketing can bring to the diamond industry. The turnover changes in recent years of the Chinese diamond brand Darry Ring and its unique and innovative marketing methods are going to be analyzed. The result shows that the marketing method of "a man can only customize one ring in his life" adopted by Darry Ring has brought great social attention and sales growth to the brand. At the same time, this innovative concept has also helped Darry Ring successfully shape its brand image, which is obviously different from the traditional diamond product brands and is highly sought after and welcomed by consumers.