You’re probably wondering who hates Steven Singer enough to put up billboards to show their displeasure with him. The black and white ‘I HATE STEVEN SINGER’ sign is iconic and unique to the brand and has generated a lot of business for the famous jeweler.
The marketing idea is brilliant, but is there a real story behind it? This piece will look at the story behind the ‘I HATE STEVEN SINGER’ campaign and the impressive rise of one of Philadelphia’s most famous jewelers.
I HATE STEVEN SINGER supposedly came from a satisfied customer
According to legend, a customer bought a ring from Steven Singer Jewelry for his wife to celebrate their 20th anniversary. The wife liked the ring, and in the midst of the celebration, the couple had an unexpected third child. The couple loved the child, but the client was not entirely happy to stay up all night changing diapers; hence his hatred for Steven Singer. The company website says:
“Exactly nine months later, the couple walks through the door to show Steven their new baby. The wife proclaimed: ‘I love Steven Singer!’ The man replied, ‘Here we go again. We are up all night with feeding and diaper changing. I HATE STEVEN SINGER! there you go The Story of Why Men Hate Steven Singer. And why women love him and his beautiful diamonds!
It is not clear if the story is true, but it is intriguing. The goal is to arouse people’s curiosity, inadvertently leading them to the store. The billboard has evolved over the years and now contains the company’s website. It may be a hack, but it works.
The campaign uses the word ‘hate’, the opposite of love, to advocate for love. If that’s not genius, I don’t know what is.
Steven Singer went from being a humble jeweler to one of the best jewelers in Philadelphia
Steven Singer opened Steven Singer Jewelers in October 1980 on Jewelers Row in Philadelphia. At 22, Steven became the first generation young jeweler on Jeweler’s Row and the person with the smallest shop on the street. However, adversity did not faze him. “The store quickly earned a reputation as the place to go for ‘The most fun you’ll ever have…buying a diamond,’” he read on his site.
Six years after its launch, Singer pioneered the Philadelphia Jewelers Row Association to govern the conduct and manage the affairs of jewelers in Philadelphia. Steven currently serves on the Association’s Board of Directors.
A decade and a half after starting his business, Steven had become a nationally renowned jeweler. “The success of the store was evident, with some of the highest sales per square foot in the country,” his website reads. “Steven was asked to join an elite group of jewelers that make up the world’s largest industry consulting group. He was the only area jeweler invited to join, providing him with insider information to better serve his customers.”
Steven continued to grow and soon became internationally known due to his aggressive media campaigns. “Now, on satellite radio, Steven’s commercials are heard around the world,” the website says. Due to his success in the business world, Steven was invited to be the keynote speaker at Philadelphia University’s 132nd commencement ceremony. He told the new graduates:
“Trust your gut, never give up and face adversity head on. The road to success is often disguised with huge obstacles and wrong turns.
Categories: Biography
Source: vcmp.edu.vn