A discount jewelry store makes fine jewelry accessible to the average guy. With prices like Cappello’s, the average guy no longer has to settle for the typical, tritely cliché’ gift of flowers, chocolates or lingerie for his wife or girlfriend. Cappello diamond wholesalers came to us looking for a single page magazine to launch their new store. We thought a campaign would be more effective, so we took that media budget and stretched it across 4 consecutive page, ¼ page ads. The result was an impactful and memorable campaign that gave the client much more bang for their buck than they expected.