“Your left hand is your heart. Your right hand is your voice,” says the campaign slogan for the newest fashion statement, the Diamond Right Hand Ring.
The right hand ring is gaining popularity in larger cities as more women search for a means to express their independence and power. They were designed by Diamond Trading Company, a subsidiary of the distinguished diamond company, DeBeers.
The Diamond Trading Company originally designed 16 prototypes, all with vertical and circular designs with the diamonds spread apart, unlike the typical engagement ring. They were designed with the intent that women would buy these rings for themselves as a declaration of their independence and uniqueness.
“A right hand ring on a woman says ‘I’m independent and have made it on my own, without a man’,” says senior Darin Sabers.
The right hand ring was designed for primarily women older than 45 years old, because they often have a more expendable income and are ready to treat themselves, according to Wal-Mart spokesperson Danette Thompson.
Even though some female college students might like the idea of a right hand ring, many of them would not slap down several thousand dollars for one.
“I like the idea of the right hand ring, but I would never buy one for myself,” says junior Lindsey Hansen.
The right hand ring campaigns started in the summer of 2003 and have been gaining awareness and popularity ever since. Several stars like Sarah Jessica Parker, Julia Roberts and Cameron Diaz are just a few of the well-known women sporting this fashion statement.
The right hand rings are being advertised in several popular fashion magazines, showing models staring boldly into the camera as a beam glares from their right hand. The campaigns are target an older audience, suggesting authority to purchase something for themselves. The Diamond Trading Company uses the slogan “You owe yourself the right” in their ads.
Although right hand rings are proving to be a fashion statement in larger cities, Brookings jewelers have not seen much enthusiasm about them. Karen Rzepeki, of Johnson Jewelers Inc., believes the rings are not big sellers in the Midwest because we do not have anywhere to wear them, such as elaborate parties or balls.
“We go to work, we come home, that’s it,” says Rzepecki.
While the right hand ring is on the fashion uprise, both students and jewelers in the area don’t see the rings becoming popular in the Midwest any time soon.