You might be curious about who doesn’t like Steven Singer so much that they put up billboards to show it. The black-and-white “I HATE STEVEN SINGER” billboard is unique to the brand and has brought in a lot of business for the well-known jeweller.
The idea for marketing is great, but does it really happen? This article will look at the story behind the “I HATE STEVEN SINGER” campaign and the amazing rise of one of Philadelphia’s most famous jewellers.
Who is Steven Singer?
Steven Singer opened Steven Singer Jewelers in October 1980 in Philadelphia’s Jewelers Row. Steven, who was 22 years old, was the youngest jeweller on Jeweler’s Row and had the smallest store on the street. But the trouble didn’t bother him. “The store quickly became known as the place to go for ‘the most fun you’ll ever have… buying a diamond,'” his site says.
Six years after the store opened, Singer started the Philadelphia Jewelers Row Association to set rules for how jewellers in Philadelphia should act and run their businesses. Steven is a member of the Association’s Board of Directors right now.
Steven had been in business for a decade and a half when he became a well-known jeweller all over the country. His website says, “The store’s success was clear: it had some of the highest sales per square foot in the country.”
“Steven was asked to join the world’s largest industry consulting group, which is made up of the best jewellers in the world. He was the only jeweller in the area to be asked to join, which gave him special information to help him serve his customers better.
Steven kept getting bigger, and soon his aggressive media campaigns made him known all over the world. “Steven’s ads can now be heard all over the world on satellite radio,” the website says.
Steven was asked to be the Keynote speaker at Philadelphia University‘s 132nd Commencement because of how well he had done in business. He told the new college grads:
“Trust your instincts, don’t give up, and face problems head-on. The way to success is often hidden by big problems and wrong turns.
What is the “I HATE STEVEN SINGER” Campaign?
The story goes that a man bought a ring for his wife at Steven Singer Jewelry to mark their 20th wedding anniversary. The wife liked the ring, and while the couple was having a party, they had a third child.
The parents loved their child, but the customer didn’t like having to stay up all night to change diapers, which is why he hates Steven Singer. The website for the company says:
“Nine months later, to the day, the couple walks in to show Steven their new baby. “I love Steven Singer!” said the wife. The man said, “Well, here we are again.”
We’re up all night because the baby needs to be fed and changed. I DO NOT LIKE STEVEN SINGER! So that’s it. How and why men dislike Steven Singer. And why women like him and his diamonds so much!”
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It’s not clear if the story is real or not, but it’s interesting. The goal is to make people curious, which will lead them to the store by accident. Over time, the billboard has changed, and now it has the company’s website on it. Even if it’s a trick, it works.
The word “hate,” which means the opposite of love, is used in the campaign to promote love. I don’t know what else would be smarter than that.