BEIRUT: Local accessory designers have drummed up more interesting marketing this Valentine’s season than the standard romantic billboard.
Mukhi Sisters, a trio of conceptual jewelry designers, and Sarah’s Bag, for example, are targeting a more wired clientele with their holiday-themed promotions.
The brainchild of the Mukhi Sisters, “Love Translator” is an iPhone app offering translations of the mixed messages women often send this time of year.
The app takes a jab at the fickle nature of women’s speech: Messages of love translate to disdain, exclamations of pleasure expose dissatisfaction and even thank you is interpreted to mean the complete opposite.
In its infancy, the application still has a way to go before the app creators have witty responses to even some basic things ladies often say this time of year. Most sentences are returned with a message that the creators aren’t yet fluent in “female.” But that’s not really the point is it?
With every translation, users get a jewelry suggestion from Mukhi Sisters’ collections: snake rings set with emeralds or a simple choker necklace with a single diamond.
“Where words fail – he can click to Break the Language Barrier for a suggestion every woman understands – jewelry,” the application says.
Sarah’s Bag is also tasking fans to turn to their smartphones for a Valentine’s promotion. The local handbag-maker started a competition for Valentine’s Day where couples post selfies on Facebook or Instagram kissing behind their purses from Sarah’s Bag and tagged with the phrase #KissMeAgainBag.
Pictures so far feature couples kissing in the dimmed purple light of an evening out on the town, best friends faking a smooch behind a long clutch and gray-haired lovers embraced behind one evil-eye applique.
Owners at Sarah’s Bag said the Valentine’s Day competition was inspired by a picture posted by one of their young customers. She posed kissing her boyfriend behind a Sarah’s Bag graphic clutch with a cartoon couple also lip-locked.
The best picture wins a bag from the designer’s spring collection, which won’t be in stores until April.