"the ads have all the flash and flare of a public service announcement", remarking on his "relentlessly earnest tone". The San Francisco Chronicle said, "for the past 35 years, Shane has bored radio listeners with his earnest, monotone delivery". The company states the radio advertisements are the longest-running continuous campaign in the history of the medium of radio. The commercials were freshened up with the help of the Grey Global Group advertising agency, which used the tagline "He might be dull, but he's brilliant" in 2006. The commercials remain a cornerstone of the company's advertising efforts to this day. References External links 1971 establishments in Colorado Online jewelry retailers of the United States American companies established in 1971 Retail companies established in 1971 Companies based in Denver Companies that filed for Chapter 11 bankruptcy in 2009