Mayors Jewelers in New Setting

Mayors Jewelers has awarded its advertising account to the DJS Marketing Group.

The Miami agency, which specializes in marketing luxury goods, won the estimated $3 million business after a credentials review, said DJS president Deborah Scarpa.

Young & Rubicam in Miami was the incumbent.

“It takes a certain sensibility and a certain amount of experience to understand the luxury market and the execution of jewelry advertising,” Scarpa said. “I’ve been doing it for 20 years and I learn something new every day.”

That experience will be critical, given the softening economy and the events of the past two weeks, Scarpa added. “It’s going to be a challenging year for everyone,” she said.

Supermodel Christy Turlington will be featured in the agency’s first advertising for the client, a print campaign scheduled to break next month in Condé Nast magazines such as Architectural Digest, Vanity Fair and W. Direct mail, outdoor and another round of print ads—appearing in publications such as Departures and Town & Country—will follow.

DJS, founded by Scarpa, a former director of marketing for Mayors, claims annual billings of $30 million. Clients include Cellini Jewelers in New York and Trabert and Hoeffer in Chicago. The shop has also done project work for the Platinum Guild and the World Gold Council.

“Jewelry is a very difficult product and the luxury market is very difficult to understand,” said another source familiar with the review. “Most large agencies don’t have the capability to speak to the 2-5 percent of the public that buys jewelry.”

“We are fortunate that the best luxury advertising is right here in Miami,” said Isaac Arguetty, Mayors’ chief executive officer.

Mayors Jewelers, based in Sunrise, Fla., operates high-end stores in Florida, Georgia, Virginia, Michigan, Illinois, Texas, Arizona, Nevada and California.