Campaign promotes rings for right hand

KNIGHT RIDDER NEWSPAPERS
It's no secret women have long been independent enough to buy their own furs and jewelry.
So DeBeers Group, the diamond giant, is out to lure those consumers into yet another indulgence. Think "right-hand rings."
The Wall Street Journal reports on a major advertising campaign under way this month in slick upscale magazines. The idea is to convince women that their right hand is underdressed.
The ad lines go: "Your left hand says 'we.' Your right hand says 'me,'" "And, "Women of the World, Raise Your Right Hand."
The campaign targets women between 30 and 54 years old with household incomes of $100,000 or more, the Journal reports.
DeBeers, which controls more than 60 percent of the world's diamond supply, hopes to create a market for smaller diamonds, which have become abundantly available now that demand for big engagement-ring rocks is on the rise.