September 22, 2012

Genie Jewels

Description: A ring and necklace set
Main Pitch: "Contains a powerful magnet that lets you switch the stones instantly"
Main Offer: $19.99 for the ring and necklace
Bonus: Additional stone for each, gift box, certificate
Marketer: IdeaVillage
Producer: Concepts TV
Prediction: Unlikely to succeed

Jewelry, like clothing and fashion, is a tough sell on DRTV because the buying decision involves matters of taste. The difference-maker is when the product solves a real problem. For example, normal "wear" (i.e. clothing) would never sell on DRTV -- too many choices and tastes -- but shapewear sells because it conceals fat.

Returning to this project, IdeaVillage once used magnets to solve the problems caused by tiny jewelry clasps. The resulting campaign (Clever Clasp) was a solid success. But using magnets to allow woman to change stones is just a gimmick, and that means this product will only succeed if somehow a lot of women like the look of this set and feel they can't get it elsewhere.

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