Kesslers Diamonds emotional ads

If you live within the Milwaukee radio broadcast area, you've probably heard the emotional testimonies by Richard Kessler for his beautiful diamonds.  If not, below is the link to their webpage.  They even advertise a seperate page where you can listen to their Radio Spots.

Kessler's Diamonds Main Webpage

Almost every large jewelry store chain has radio ads in Milwaukee, but Kessler's is different.  There is more of an emotional appeal.  Richard Kessler speaks to the listener much like Roosevelt did in the 30's and 40's during his infamous Fireside Chats.  Mr. Kessler acts like your best friend and invites you to a Kessler's Diamonds store to see their new product.  

I could not find information regarding the market share of diamond or jewelry sales in Milwaukee, but I am certain that Kessler's is doing well.  Buying jewelry for your dearest and closest life-time friend isn't something to take lightly.  Richard Kessler jumped on that opportunity to appeal emotionally and did so in a very intelligent way.