With its graduated diamonds symbolizing how love grows stronger over time, Journey Diamond Jewelry has become the ultimate gift of love, pushing sales to sky-rocket past the 1.5 billion dollar mark!

In little over a year, Journey Diamond Jewelry has resonated well with consumers who are looking to celebrate their love with the perfect diamond gift. As sales figures continue to grow, you need to know why Journey has been so successful and how you can earn your share of Journey sales.

FACT: Journey is an "easy" gift for Men

Men shopping alone are more likely to purchase a piece of Journey Diamond Jewelry than other women's jewelry. 82% of Journey gifts were selected by the man alone (compared to 75% of Women's Diamond Jewelry gifts).

Tips:

• Target men with the Journey message - integrate marketing/promotional messages in male-targeted media.
• Create a Journey section in your display cases and steer men towards it.
• Explain the significance of the graduated diamonds in Journey Diamond Jewelry; men understand and respond to the Journey concept!

Journey Diamond Jewelry is more likely to be acquired for specific calendar occasions. The top occasions for Journey are Christmas, birthdays, and anniversaries. In addition, Journey gifting for Mother's Day and Valentine's Day is higher than the total Women's Diamond Jewelry category.

Tips:

• Push Journey messaging leading up to these key occasions.
• Collect birthday and anniversary dates of your customers and send mailings featuring JDJ one month in advance of these dates.
• Christmas is the top occasion for Journey Diamond Jewelry - promote Journey now!

Acquirers of Journey Diamond Jewelry tend to be more affluent than acquirers of Women's Diamond Jewelry as a whole. This creates an exciting opportunity for you to push your customers towards more expensive pieces. They can afford them!

Tips:

• Create a Journey collection that includes pieces at a higher price point.
• Consumers want design-intensive, unique pieces. Stock a variety of Journey piece types and designs to make an impact and to appeal to a wide range of consumers.