Company Markets Itself to the Newly Divorced With a Ring to Sell

An auction typically lasts two days, said Gil Gadot, Worthy’s chief operating officer. About 20 percent of rings don’t sell because they don’t meet the seller’s minimum. If the item doesn’t sell at auction, there is no fee.

From the way the company’s executives talk, it could be easy to think Worthy’s mission was therapy for divorced women rather than selling jewelry. The staff has been trained to “understand the journey” that customers have been on, a company spokeswoman, Judy Herbst, said. Roy Albers, the company’s chief gemologist, will often get on the phone with a potential seller to explain why a diamond may be worth — or not worth — a certain price.

“The recently divorced have been through fire. They may have been lied to, cheated,” said Mr. Albers, who was formerly chief gemologist for Tiffany & Company. “We do a lot of hand-holding here.”

Stacey Freeman, 45, a divorced single mother of three children, is lifestyle editor for Worthy. She writes three to five articles a month for the company’s site and for outside publications.

“I am that person who went through that divorce,” she said. She hasn’t sold her engagement ring, however. Her mother had it made into a necklace.

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“They have taken an industry with a generally negative connotation and spun it into a positive experience,” a marketing executive said of Worthy.

Credit
Dina Litovsky for The New York Times

“It’s an insurance policy,” she said. “If I need to, it’s salable.”

Her articles and others by writers for the company’s blog almost all focus on life after divorce. There are posts on saving money, dating, traveling and empowerment through living as a single woman.

“It’s a whole emotional campaign,” said Anthony DeMarco, founder of Jewelry News Network, a website about jewelry and watches.

Worthy has also hired the company Outbrain, which helps populate web pages with the ubiquitous “Around the Web” advertisements that can seem like news articles. The articles that Outbrain places on sites can range from straightforward sales pitches to tawdry clickbait, but Worthy has found success with pieces like “What to Do With Your Engagement Ring After Divorce?

Maura Enright, 49, of Oxford, Conn., is a typical Worthy customer. She was married for 11 years before a divorce in 2012. She held…

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