• by Larissa Faw , May 15, 2015

Jewelry is expensive. Grooms are advised to spend three months' salary on an engagement ring. Yet many people don't insure their jewelry. Now, Jewelers Mutual -- which specializes exclusively in jewelry insurance in the U.S. and Canada -- is launching "For All Its Worth," its first ad campaign under new agency mcgarrybowen, Chicago. 

The campaign features real couples reflecting on their love journey together, and the many memories leading up to and behind their engagement rings. "We wanted to capture real couples as they celebrate tender, simple moments in their lives," says Kurt Fries, executive creative director, mcgarrybowen. 

A 60-second ad shows a newly engaged young man and his fiancée reflecting on the moments they have spent together -- at a photo booth, restaurant, on a long drive, or a weekend spent watching a movie. “It’s the memories we’ve made. And the ones we still need to. So, yeah, it’s definitely more than a ring,” the young man concludes.  

"We were inspired by the many stories from couples sharing how they met and wanted to share that emotional experience," says Trina Woldt, chief marketing officer, Jewelers Mutual Insurance. "Jewelry is a part of their story. Each piece represents their relationship and special moments together." 

The campaign runs across online video, print, digital, and radio. To specifically target jewelry shoppers, the effort will run on a variety of ad networks including YouTube and OwnerIQ. "People who love jewelry and want to share the story behind each piece. It’s not just the metal and stone. It has a special meaning in their lives," says Woldt.  

The Dentsu-owned agency began working with Jewelers Mutual in December 2014. Founded in 1913, Jewelers Mutual provides insurance for nearly 10,000 jewelry business locations and for more than 300,000 consumers. The company spent $943,000 on advertising in 2014, up from $685,000 in 2013, according to Kantar Media.