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InStore Magazine: “Dangerous Marketing: Edgy Ad Campaigns Double Down on Brand Identity”
Published: May 2023 | Author: Eileen McClelland | Type: Feature
Summary: In this feature on unconventional retail advertising, InStore Magazine spotlights how bold, brand-true campaigns can resonate when they’re rooted in authenticity. Alara’s 2015 clearance event — framed transparently as a “Divorce Liquidation Sale” during Babs’ own divorce — used candid signage (“Public Notice Divorce. Everything Goes. Up to 70 Percent Off!”) and tongue-in-cheek lines (“Help me wash that man right outta my hair!”; “We’re liquidating the assets and splitting the sheets!”). The piece underscores how Alara’s humor-forward approachability and refusal to do McJewelry marketing continue to attract customers, from memorable restroom ads (carefully tuned post-#MeToo) to a cheeky back-cover placement in Bozeman’s downtown directory — where nearly every tourist finds it. The throughline: transparency, consistency, and a crystal-clear brand identity.
“ My decision to come out and call it a Divorce Sale was actually about being transparent and authentic, because who doesn’t like their jeweler to be both of those?”
— Babs Noelle
Highlights
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Bold, Transparent Marketing
Alara’s “Divorce Liquidation Sale” (2015) embraced candor over spin, demonstrating how honesty — even about personal upheaval — can build trust and spark word-of-mouth. -
Storytelling that Sticks
Customers still retell the divorce-sale story in the gallery, citing the humor and humanity at the heart of Alara’s brand voice. -
Unconventional Placements
Public restroom ads remain a reliable driver of business; post-#MeToo, themes were refined while keeping the wit intact. -
Tourist Reach
A cheeky, in-your-face back cover in the downtown directory meets nearly every visitor to Bozeman right where they are.
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As published in InStore Magazine, May 2023.
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Credits: Article by InStore Magazine; images/logos © their respective owners. Alara summary by Alara Jewelry.
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