Web Jewelers Hope to Shine

iJewelry.com Hires Weber Group; Blue Nile Breaks Campaign
BOSTON–A pair of rival Web-based gem retailers are looking to sparkle across the nation’s airwaves. iJewelry.com last week launched a formal search for its first ad agency, while Blue Nile bowed its introductory campaign, themed “Diamond moments,” from Leagas Delaney in San Francisco.
Scott Segal, founder and chairman of Troy, Mich.-based iJewelry, confirmed he is in the early stages of a “nationwide search” to find a shop for a multimedia campaign set to break in the first quarter. Ad spending is believed to be in the $10-15 million range.
Last week, the client hired the Weber Group in Cambridge, Mass., for public relations. Weber is a unit of the Interpublic Group of Cos. and will handle the account through its emerging business practice.
The scope and content of iJewelry’s ads, to be created and placed by the winning shop, will depend on the kind of ideas proposed, Segal said. TV, print and online ads will be featured.
Segal declined to name shops he has contacted, although Midwestern agencies are preferred, he said. He intends to bring an agency on board “within the next four weeks.”
Segal is no stranger to the marketing landscape. Five years ago, he founded Online Marketing Co. In 1997, he sold it to USWeb/CKS, San Francisco, where he had been a managing partner.
Segal wants to make iJewelry a category leader, but he’s already been beaten in the broadcast race by Seattle-based Blue Nile,
(formerly Internet Diamonds) which unveiled its “Diamond moments” campaign last week on Monday Night Football, The X-Files and ESPN. Print, radio and online executions are also included in the mix.
Blue Nile said it is spending $10 million on holiday ads, which are targeting men who may wish to give jewelry as gifts.