Shane Co. Launches Toyland Marketing Campaign


Jeweler Unveils Biggest Holiday Fine Jewelry Collection Yet


DENVER, CO--(Marketwired - November 17, 2015) - Shane Co., the largest family-owned jeweler in the United States, has launched Toyland, the biggest holiday fine jewelry collection in the company's history. The theme of the Toyland campaign is told from the point of view of a woman who prefers personal and beautiful gifts of jewelry to the practical.

Shane Co.'s Toyland collection, available only at stores and online during the holiday season, is comprised of 57 exclusive, fashion-forward pieces ranging from $100 to thousands. The pieces feature high-quality elements including cultured pearls, sterling silver, hand-picked natural gemstones and gold styles finely crafted in Vicenza, Italy. Exquisite diamond earrings, pendants, bracelets and three-stone rings are also part of the collection.

"These pieces are easy and affordable, but completely genuine," said Shane Co. Chief Marketing Officer Steven Schreibman. "There truly is something for every woman on your list, whether it's a wife or girlfriend, mother, sister or friend, and they're beautiful, lasting gifts that don't force you to overspend or brave the crowds at the mall."

Shane Co. has also designed its first-ever holiday gift guide, which will be mailed to over 200,000 customers in 14 markets across the country. An interactive digital version of the Toyland gift guide, available online at, is estimated to reach over 1 million viewers.

In addition to radio and billboard marketing, the Toyland campaign will also be leveraged on social media through 11 funny short videos reminding men what women really don't want for Christmas. The videos are available to view at Shane Co. also launched the hashtag #HolidayHint to help women get their favorite Toyland jewelry.