Television Advertising Campaign Brings National Award to Local Jeweler

Darakjian Jewelers’ The One, The Only TV series wins 2009 Jewelry & Watch Advertising Award (JAWA) from InDesign Magazine

SOUTHFIELD, Mich., April 27, 2009 — Darakjian Jewelers’ The One, The Only television campaign received a creative award from InDesign Magazine, the magazine for the retailer of fine jewelry design. The fresh, innovative and creative campaign launched in September of 2008. Toledo’s Fruchtman Marketing, the agency of record for Darakjian Jewelers, won a Jewelry & Watch Advertising Award (JAWA) for first place in the TV Category for creating the campaign.

The account and creative team at Fruchtman Marketing developed this advertising campaign to show the passion and emotion that someone feels when they walk into Darakjian Jewelers and see the dazzling diamonds, beautiful gemstones and unique timepieces available in the store. The One, The Only campaign not only appeals to the history of current buyers at Darakjian Jewelers, it speaks to the jewelry buyers of tomorrow.

“This campaign was a pleasure to put together from the beginning, as it’s a true representation of who we are at Darakjian Jewelers,” said Ara Darakjian, owner of Darakjian Jewelers. “To know that we were selected as one of the very best in advertising in not only Michigan, but the entire United States and Canada, out of a field of over 350 ads submitted by over 150 companies is truly a prestigious honor.”

The Jewelry and Watch Advertising Awards are the only competition exclusively honoring advertising in the jewelry and watch industries. The Darakjian Jewelers television series won the award based on its scores for quality of production/graphics/photography, creativity, innovation and emotional impact.

The contest is open to retailers, jewelry and watch designers/manufacturers and industry associates. Darakjian Jewelers’ ad campaign will be featured in the May/June issue of InDesign Magazine and online at and Additionally, Darakjian Jewelers will receive a custom trophy to commemorate the achievement.

As a leader in the jewelry industry, Darakjian Jewelers has served the Southfield community since 1964 by building quality, lifelong relationships with its customers. Located at 29333 Northwestern Highway in Southfield, Michigan, Darakjian Jewelers is recognized for its diverse selection of fine jewelry, outstanding timepieces, and quality diamonds, as well as its knowledgeable staff and superior customer service. For more information, please visit them online at or call 888.THE.ONLY.

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