SOURCE: Shane Co.

Shane Co.

November 09, 2015 18:21 ET

Shane Co. Adds New Unexpected Twist to Legendary Radio Ads for Holiday Jewelry Campaign

Tom Shane Offers Advice to Men in Need of Finding the Perfect Gift

DENVER, CO--(Marketwired - November 09, 2015) - Shane Co., the largest family-owned jeweler in the United States, kicked off a new radio campaign today featuring company founder and CEO Tom Shane in a new role as "radio talk show host." Each 60-second spot includes a caller who tells Tom that he's getting an appliance or other unromantic gift for the woman in his life, much to the disappointment of the gift recipient who is also on the call. Tom saves a potential disastrous holiday by informing the caller that Shane Co. has the toys she really wants: stylish and exclusive jewelry, including sterling silver pendants, exquisite diamond earrings and classic pearls.

Tom Shane, one of the most recognized radio commercial voices in America, has been inviting listeners to visit Shane Co. for engagement rings, wedding bands, gemstones and fine jewelry for over four decades. This holiday season, Tom has also given Shane Co.'s famous tagline a makeover, replacing "diamond" so the ad reads "Now you have a friend in the jewelry business" -- a reminder to anyone who wants to give the perfect gift to visit one of the 20 Shane Co. stores in 13 states, or online store, for the perfect jewelry gift.

The company has put a special emphasis on what women really want for Christmas, and is offering hundreds of gifts for the biggest holiday collection of fine jewelry ever. Each store is being transformed for the holidays and will carry real Italian gold, sexy sterling silver, natural gemstones, colorful sapphires, cultured pearls, diamonds with superior sparkle and exclusive styles created by the company's world-class designers and artisans.

"Tom Shane is a legend in the advertising and jewelry industries," said Shane Co. Chief Marketing Officer Steven Schreibman. "Every radio ad has featured Tom for decades, so to shake things up a bit by bringing different voices into the creative was a departure for this traditional family jewelry business. We are all thrilled with the way Tom connects with the audience and know that this direction for the holidays will be a great way for couples to break the ice when discussing ideas for the perfect holiday gift."

The radio campaign will run through Christmas in Denver, Colorado Springs, Atlanta, the San Francisco Bay Area, Portland (Oregon), Seattle, Salt Lake City, Indianapolis, Louisville, Minneapolis-St. Paul, St. Louis, Phoenix, Sacramento, Nashville and Kansas City and will be in rotation nationally on Pandora and Sirius radio. Shane Co. also launched the hashtag #HolidayHint to help women get their favorite holiday jewelry -- an ideal way to drop hints via social media.

About Shane Co.

Shane Co. is the largest family-owned jeweler in the United States and is renowned for their unique engagement rings, wedding bands and stunning gifts for every occasion. The Denver, Colo.-based company is a direct importer of diamonds, rubies, sapphires, pearls and other gemstones and operates 20 stores in 13 states, as well as an online store at www.ShaneCo.com. Shane Co. is recognized in the industry as a price leader offering the finest array of customer benefits, including a Free Lifetime Warranty and a 60-Day Money-Back Guarantee.

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