please click on this earring

How could the Internet, jewelry and good value be connected in one ad?
Hampel/Stefanides’ first ad for Net startup may have the answer.
The print effort for the New York-based discount estate and contemporary jewelry e-tailer breaks nationwide early this month.
The ad has a tongue-in-chic tone; it shows a well-heeled woman in a huge feathered hat wearing a computer mouse as an earring.
The copy: “You no longer have to be wealthy to buy one-of-a-kind estate jewelry. Just well-connected.”
Hampel/Stefanides won the business a couple of months ago, said Robert Ireland, vice president, account director of the New York shop, adding it was a challenge to link all the client’s aspects.
“You can’t rely just on, ‘Hey, you can buy jewelry on the Internet,’ because that’s become point-of-entry,” Ireland said. “You need to try and differentiate the product.”
Spending is about $1-1.5 million. The ad will run through Christmas in such magazines as The New Yorker, and Vanity Fair and in newspapers.
–Simon Butler