Genesis Diamonds commercials seem to come up every time there's a run of ads, at least when you're listening to the radio (see my previous post on this). They aren't nearly as annoying as the Shane Company ones that basically make it sound like the purchase of jewelry is the most important thing EVAR. But they do paint themselves as the mavericks of the jewelry business.
For those of you who don't live in Nashville, Genesis Diamonds prides itself on being the official jewelry store of the Tennessee Titans. Now, I'm not sure exactly how this came to be, as the Titans are a football team, but maybe all the players buy little sparkly gifts for their wives after they have an affair or get drunk and do something stupid. Or maybe they make rings for them. I honestly haven't wasted too much brain power on this because, well, I don't care.
Right now, they have this manager whose name fails me narrating the commercials. He makes a point that he used to manage a chain jewelry store but he felt guilty trying to convince people to buy stuff. And he says that Genesis Diamonds is, like, totally awesome because they sell totally high-quality pieces at totally low prices! "The other stores price this blah-blah-blah-E2-clarity-blah-blah diamond ring at $5200, but we have it listed for $3000!" Whatever, it's still more than free, which is what I'm all about.
I guess the kicker is when the owner of Genesis Diamonds, Boaz Ramone, says the title of this post. "My accent is always on value." Don't you see, guys? He's playing on the fact that he's foreign! And that no one understands him because of his crazy, foreign person accent! But don't focus on that! Focus on the pricing! And the value! Blech.
I'm sure the economy has caused jewelry stores quite a downturn. But I just don't have much sympathy for them. They're just pandering to the people who think buying shinies for their significant others will completely take out the need to actually say, "I love you," or do anything that requires thought. Hell, if you're going to buy me a freaking tennis bracelet, costing about $1000, just give me the cash and I'll do something better with it ... like paying of my student loan. Nothing says I love you like no debt.
Anyway, I'll leave you with this from last year's Christmas season because Sarah Haskins is composed of pure awesome: