# Self-Expressing Gems Joyalukkas Jewelry Ads Brand Individuality Through Diamonds By Vittoria Natarelli | Published 2010-06-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/joyalukkas-jewelry-ads References: [behance.net](http://www.behance.net/gallery/Jewellery--Joyalukkas/541525) & [alukkas](http://www.alukkas.com/) As Marilyn Monroe once sang, "Diamonds are a girl's best friend," and the Joyalukkas jewelry ads are selling a similar idea. The Joyalukkas jewelry ads want their buyers to think that their [diamonds give self-expression](https://www.trendhunter.com/trends/worth-the-wait). "Nothing expresses me like diamonds" is the tag line of the series of ads. The statement the ads make are ones of [luxury, exclusivity and prestige](https://www.trendhunter.com/trends/collaborative-jewellery). **Implications** - Appeal to a consumer's drive to [express their individuality](https://www.trendhunter.com/trends/more-than-a-gift) and you will have a very broad consumer base. Everyone wants to be considered special, unique and one-of-a-kind and by marketing your product or service in this way you are fulfilling one of their most intense desires. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 53% | Activity: 66% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Individuality Marketing:** Marketing a product or service in a way that appeals to a consumer's need to express their individuality. - **Luxury Advertising:** Creating ads that promote luxury, exclusivity, and prestige in a product or service. - **Self-expression Through Jewelry:** Using jewelry as a means of self-expression. ### Where This Applies - **Jewelry Industry:** Jewelry companies can focus on marketing individuality and self-expression through their products. - **Luxury Goods:** Promoting luxury brands can be more successful if they market their products as a means of self-expression. - **Marketing Industry:** Marketing agencies can help companies promote products or services as a way to express individuality. ## Related on Trend Hunter - [Playful Holiday Jewelry Campaigns](https://www.trendhunter.com/trends/decorating-season.md) - [Expressive Charm Jewelry](https://www.trendhunter.com/trends/styled-by-katseye.md) - [Diamond Jewelry Holiday Campaigns](https://www.trendhunter.com/trends/national-television-campaign.md) - [Natural Diamond Campaigns](https://www.trendhunter.com/trends/worth-the-wait.md) - [Curated V-Day Jewelry Assortments](https://www.trendhunter.com/trends/act-of-selflove.md) - [Dynamic Energy-Inspired Luxury Jewelry](https://www.trendhunter.com/trends/aura-collections.md) - [Curated Wedding Jewellery Lines](https://www.trendhunter.com/trends/wedding-jewellery-guide.md) - [Stylish Synthetically Produced Diamonds](https://www.trendhunter.com/trends/synthetically-produced-diamonds.md) - [Romantic Luxury Vehicle Ads](https://www.trendhunter.com/trends/gclass-stronger-than-diamonds.md)