Lord of the Rings

The Cutting Edge

 

The goal of every great master is that his young apprentice exceed him in both skill and power, to become a true master himself, to become the lord of his domaine. The original “Ringmaster”, Robert Reed founded RingMaster Jewelers in Winston Salem, NC in 1969. Reed, a master jeweler, built his business on his skills at the bench, making handcrafted jewelry and specializing in one-of-a-kind rings. In 1979 he took on his first young apprentice, Michael Scott and after 20 years at the bench, his skills became as acclaimed as his mentor. In 1998, Reed decided it was time for “the master” to retire and Michael Scott became “Lord of the Rings”, by buying out his boss and teacher.

Under the young Scott, RingMaster Jewelers continued to grow in it’s elegant Reynolda Village location, just outside the gates of Wake Forest University. Scott continued RingMaster’s carriage trade tradition while putting a stronger emphasis on important diamond rings the store was known for, but Scott knew he could do better. In 2005 RingMaster Jewelers joined the Ideal Marketing Group, hiring Freshley Media to put his vision to message. Michael Scott knew that he must challenge the market regionally if was going to grow the RingMaster legend.

This fall, RingMaster Jewelers will move into it’s beautiful new store on Winston-Salem prestigious Stratford Road. This elegant 4000 sqft building is a remodel of an existing building using the same design elements from historic Reynolda Village. With it’s arbor colonnade in front, crisp white paint and green roof the design is classic Winston Salem. Capping the design is its cupola tower proudly proclaiming the Ringmaster logo. It’s almost church-like, which is certainly an appropriate metaphor for a store who’s primary mission is selling the finest diamond engagement and wedding rings.

Our positioning over the years has been simple and focused…”When it’s time for THE ring…it’s time for RingMaster”. While other jewelers confuse their consumers trying to sell designer jewelry, watches and everything else, we have kept RingMaster’s focus on the prize. This has allowed RingMaster to do more with less, while maintaining their reputation as “the best”. The new store is right in the heart of the market half way between the Mall and RingMasters only real competitors. It’s going to give all bridal consumers clear options and open up RingMasters market to thousands who would never have considered such a fine store in the past.

RingMaster’e Relocation Clearance kicked of with the Olympics and you can see one of our new TV ads here:


http://www.youtube.com/watch?v=bnF4jINbQnM

We shot these in HD using a Steady Cam and booms to get a fluid, exciting spot and Michael looked great on camera. He is such a good spokesman for his firm. In Winston-Salem we use TV primarily because most of the Radio stations in the market are based in Greensboro and one of the network TV stations, WXII is based in Winston-Salem. This TV station is expensive but it reached 70% of TV viewers in the Winston-Salem market. It is a unique situation that makes a TV station the most efficient medium for our client.

I’ll keep you posted on how the sale goes and if you are ever near beautiful Winston Salem…you have to drop in and see the Lord of the Rings.