Engage Studio, a direct-to-consumer jewelry company with a personalized and purposeful approach to online engagement ring shopping, has named Diffusion as its public relations agency of record in North America. Diffusion will launch the company to U.S. audiences, building brand awareness and mainstream media attention for the company’s patent-pending online ring buying experience that is personalized to a consumer’s tastes, budget and love story.
Diffusion’s campaign for Engage Studio will focus on how the brand is disrupting the traditional process of purchasing an engagement ring by offering a completely virtual experience, bridging the gap between the convenience of online shopping and the personal experience associated with brick-and-mortar stores. The result: an unparalleled online buying experience educating clients through creative visual tutorials involving them every step of the way. Before the real ring is cast, Engage Studio also builds a high-end replica—made of silver and cubic zirconia—that looks nearly as stunning as the finished product, which is shipped to clients so they can touch and feel the ring before providing final approval.
Through exclusive media events offering previews of both real and replica rings and creative campaigns educating consumers on the myths of the traditional engagement ring buying process, as well as elevating the direct-to-consumer concept, Diffusion will position Engage Studio as the go-to partner for anyone looking to purchase a beautiful, personalized ring.
Ji Song, Engage Studio co-founder, commented: “The diamond industry has done an incredible job perpetuating many myths that are no longer relevant to today’s savvy consumer. To combat those stereotypes and really introduce Engage Studio to the world, we knew we needed a PR partner who could creatively, and aggressively, position our concept as the answer to the frustration many consumers have with today’s ring buying experience. Diffusion demonstrated that experience and tenacity in spades.”
Kate Ryan, Managing Director, US, at Diffusion, commented: “Over the past few years Diffusion has had tremendous success launching new direct-to-consumer brands and turning them into category leaders. We were immediately drawn to Engage Studio’s exciting, fresh approach to one of the most memorable moments in a couple’s life together, and knew that we wanted to be a part of introducing the concept to consumers. We look forward to spreading the word that buying an engagement ring doesn’t have to be a nightmare—it can be fun, engaging and most importantly, done completely online.”
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