more directly with their customers via social media

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As Valentine’s day approaches, jewellers have been using a host of new methods to reach engagement ring customers and ensure they keep diamonds at the top of their minds. Marketing tactics range from leveraging new technologies and social media to encouraging girls as young as four to aspire to diamond jewellery and life as modern-day princesses.

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According to De Beers, the percentage of brides with a diamond engagement or wedding ring in China has risen from 3 per cent in 2000 to 27 per cent in 2011, compared with more than 75 per cent of brides in the US.

As luxury brands engage more directly with their customers via social media,Find a wide range of stainless steel necklace Jewellery to buy online jewellers have been running innovative marketing campaigns.

Cartier had a pop-up store and exhibition in London’s Selfridges Wonder Room last year, while its video advertisement, L’Odyssée de Cartier, garnered more than 16m views on YouTube. Earlier this month, Cartier released a film about marriage proposals, created by Luca Guadagnino, the Oscar-nominated director.

Tiffany’s online photo gallery poses the question “what makes love true?”, inviting couples to submit portraits of their romance via computer or iPhone.

An online campaign in Asia by Forevermark, a diamond brand created by De Beers, focused on the promise of beauty, rarity and responsible sourcing which Forevermark guarantees for all its diamonds.Shop for bobblehead head dolls from the official NBC Universal Store and build. The brand invited customers to respond to the question: “Our inscription is our promise. What’s yours?” Promises posted included pledges to spouses, partners, friends, teachers and from people to themselves.

Green Benz has an engagement ring finder app allowing users to save and share images they like.

Jewellers are also pulling out all the stops in their product and service offerings. At 77Diamonds, the head of a large eastern European bank who was remarrying selected a five-carat D flawless stone “within three seconds of seeing it”,Want to learn how to make fabric flowers or looking for some crafty inspiration? says Tobias Kormind, managing director. His business partner hand-delivered the ring five days later to the Cipriani in Venice. This Valentine’s day, 77Diamonds is offering discounts.

Analysts at Trendvision Jewellery + Forecasting, part of Italy’s trade fair organisation, Fiera di Vicenza, has noticed that, against a backdrop of rising metal prices, creative stone settings in engagement rings have become more prevalent.

When it comes to male customers, sales staff would do well to show patience. Men spend an average three months searching for an engagement ring before buying one, with 16 per cent waiting six months or more, according to The Knot,Check out our Military goggles and protective eyewear. the online wedding planning specialists. Couples searching together purchase sooner.

Jewellery maverick Robert Procop has a penchant for forward planning which extends to engaging potential clients from a young age. While hosting a pop-up boutique in the Grand Hotel du Cap Ferrat in the south of France last summer, Mr Procop staged a catwalk show for daughters from royal families in the region aged between four and 13, who modelled his jewellery designs.

Mr Procop had stylists and hairdressers on hand and professionals who taught the young models how to walk on a runway.

At a press launch for Chopard’s Happy Mickey collection held at the Electric Cinema in London’s Notting Hill, celebrities, including Jemma Kidd and Eva Herzigova, journalists and their toddlers watched vintage Disney cartoons and cut a Mickey Mouse cake.

Elsewhere, David Morris recently issued top tips for men buying engagement rings for women accustomed to acquiring expensive jewellery for themselves. “She’ll want a talking point – coloured diamonds are the best way to keep the conversation going till the actual wedding day,” advises Erin Morris, creative director.