# Professor Thomaï Serdari discusses marketing strategies of jewelry companies

1 Faculty News August 7, 2015 ![Racked logo](/sites/default/files/styles/246w/public/assets/images/racked_1.jpg?itok=L2ci6zwl)>

Excerpt from [Racked](http://www.racked.com/2015/8/7/9111683/kay-jared-zales-signet-jewelers) -- "[Thomai Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), a luxury marketing professor at NYU, says Signet's play for the male consumer is also apparent in where and when its ads are placed: the company spends millions to air commercials during sporting events.'Their branding goes hand-in-hand with how the average American consumer equates relationship milestones with jewelry,' she says. 'Signet tries to stay on top of the mind of the consumer who will watch a football game, see an ad on TV, and equate that brand with the next gift he needs to buy his wife.'"

[Read more](http://www.racked.com/2015/8/7/9111683/kay-jared-zales-signet-jewelers)