Diamonds

How do people truly know what type of stone is housed in your ring? Does an expensive ring say more about someone's love and commitment than a ring that has all the style that you hoped for without braking the bank? The jewelry industry has seen a revolution in many ways with companies entering the market specifically appealing to an audience whom is willing to question the societal norms which were in large part created by diamond sellers to make a huge profit.

I think the Modern Gents Trading Company is marketing to three different audiences: 1. Younger couples that may not have a great deal of money to spend on an engagement ring (or are choosing to use their money in other ways). 2. Women that want a high fashion ring to wear without the risk of losing or damaging a very valuable heirloom. 3. People that want the look and feel of a traditional engagement ring but want an ethically sources stone.

Most of the video ads for Modern Gents are created by social media influencers, and not traditional paid actors.  Many people of Instagram, TikTok, and Twitter are sharing personal testimonial of their experience with this company.  They share the style, affordability, and great customer service provided through Modern Gents.  This type of advertising is becoming more and more popular, with varying brands reaching out to their own demographic with target audience currated by the algorithms of the app.  

Some people may see the advertisements posing as testimonials as proof of a scam, and distrust a company using this type of marketing or may shy away with concern that it is an entrance to a MLM.  Without seeing and touching the product it is hard to judge quality and workmanship.  Skeptical shoppers will likely scroll past, but I think that younger shoppers are more willing to take a chance with a price point below $150 especially if there is a guarantee full money back return.

The message is being sent that you can have it all without having to sacrifice a great deal of money.  The company is wanting to reach consumers that may want to be thrifty with their budget or who want more of an instant gratification.  Saving up thousands of dollars, waiting, planning, and waiting some more to purchase 'the diamond ring she always dreamed of'' may be a by-gone tradition for some in the wake of fast paced online shopping and door-step delivery. The appeal of shopping with low risk is inticing to many.