(NEW YORK) - Royal Chain launched a brand new ad campaign this year, and with it comes the unexpected.
For 2019, the company is featuring gold jewelry in a brand new way.
Aligning itself with the current trends in fashion, the campaign veers away from shooting models in elegant gowns with picture-perfect red carpet hair and ultra-glam makeup, in favor of relatable real-life streetwear. The styling, a nod to ‘80s and ‘90s fashion, highlights cropped shirts, jumpsuits, jogger pants and leather jackets with, as expected, lots of gold.
The company’s Vice President of Marketing, Phillip Gabriel Maroof, says the move was a response to current fashion trends and the shift in editorial focus toward more yellow gold jewelry. “The way gold jewelry is being marketed today is a big departure from the past. 2018 witnessed the resurgence of fashion brands like Versace and Moschino with all of their gold hardware presented in a casual-luxury way, so the new ad campaign is a breath of fresh air, especially for an industry that has traditionally played it very safe in advertising.”
The new campaign headline “G2G” also communicates the way the characters in their ad would. The abbreviation has typically been used by many in texting to mean “Got to Go.” For the purposes of the campaign, the company opted to change the meaning to “Got to Gold.”
The campaign primarily aims to address the growing interest in gold, as the company is reporting double digit growth in demand for the metal. “We are seeing a brand new consumer in gold” says Maroof, making reference to what he says is a new generation which has never owned a piece of gold before.