Diamonds Factory launches ‘Something Borrowed’ ring campaign

Jewellery retailer Diamonds Factory has appointed creative communications agency CampaignLab as its earned and integrated media partner. The partnership has resulted in the launch of the ‘Something Borrowed’ campaign, which allows customers to borrow a stand-in engagement ring free of charge for a proposal.

The initiative aims to address research from Diamonds Factory showing that 49% of Australians who have proposed or plan to do so have delayed their proposal due to the difficulty of selecting the right ring. Under the service, proposers can book an appointment at a participating showroom to select a temporary ring with an expert and return it within seven days. This allows the couple to later attend a complimentary design consultation to choose or create a permanent engagement ring together.

Marketing Director Chloe Heyes stated that the campaign was designed to help customers who feel stuck on the ring selection process, while CampaignLab Founder Andy Scales noted the service aims to preserve the surprise of a proposal while involving the partner in the final decision.