Journey collection gets Overnight treatment

When the Diamond Trading Company unveils the advertising campaign to accompany its new Journey collection, Overnight Mountings will produce a 15-page guide to the new compilation.

Overnight's selection of the jewellery that will be featured in the high-resolution catalogue will be used as an over-the-counter browsing aid in shops, and according to Overnight "goes beyond the industry's traditional one to two-page retailer flyers".

The Journey guide will feature 14-carat and 18-carat gold items, some set with diamonds, as well as platinum rings, pendants and earrings.

"Our goal is to give retailers an opportunity to take full and immediate advantage of the anticipated walk-in traffic, which the Journey advertising will generate," Matthew Roth, vice president and director of marketing for Overnight, told National Jeweler.

"Rather than relying on two or three pieces in a showcase, Overnight's 'Guide to the Journey Collection' will enable retailers to access the largest selection of Journey diamond jewellery by using Overnight's guide as a sales aid," he added.

The collection will be made public in June this year, with the advertising campaign being launched alongside it. Industry observers agree that the Overnight catalogue will form an important and welcome basis for the campaign to promote the much-anticipated line.