A new strategic alliance between jewelry supplier Stuller and advertising agency Spot Runner promises to help "virtually every independent diamond jewelry retailer in the US".

Stuller is a major player in the platinum jewelry industry, thanks to a network of some 40,000 retailers. The company's platinum engagement rings and semi-set engagement rings are particularly impressive, but platinum earrings, platinum fashion rings and platinum pendants are similarly popular.

The tie-up with Spot Runner will allow jewelers in Stuller's network to deliver highly targeted and customized TV advertisements, attracting customers in their local markets.

Dr Chuck Lein, Stuller's president and chief operating officer, said: "This alliance gives our retailers the ability to navigate their local TV markets and run highly focused ad campaigns that get results, at never before seen prices.

"As we head into the holiday season, retailers can't afford not to advertise, tell customers that they're there and differentiate themselves from the competition. The Spot Runner program offers an unparalleled way to do that."

Platinum jewelry retailers around the US will now be able to promote their stores on channels including CBS, HGTV and Bravo.

One of the world's leading manufacturers and distributors of fine platinum jewelry, Stuller delivers around 200,000 different items to its clients across North America and the world. In 2004, Stuller released a 54-page full-color catalog titled Platinum, Volume 44. The catalog featured hundreds of platinum rings, bracelets, earrings and necklaces, as well as an expanded platinum bridal selection.