Observations

RAPAPORT… The Diamond Trading Company (DTC) celebrated the one-year anniversary of its Everlon Diamond Knot Collection with the release of fresh product and a renewed commitment to promote this diamond beacon. In conjunction with its four sightholder partners — Rosy Blue, Elegant Collection/Jasani, JBDM and Pluczenik — and ten retail partners — Macy’s, Zales, Ben Bridge, Reed’s, Riddle’s, Sam’s Club, JC Penney, Helzberg, Fred Meyer and Samuels & Rogers — the DTC has set out to make Everlon a must-have product, with the category expected to grow 50 percent over the next year. According to Sally Morrison, interim U.S. director in charge of De Beers at J. Walter Thompson, research shows that a diamond product always does better in year two due to increased product awareness. Heavy diamond jewelry purchasers — those consumers who own seven or more pieces — buy every 18 months, which makes a majority of them ready for a new piece squarely in the year-two purchase cycle. In order to fuel the desire for the Everlon product, the Diamond Information Center (DIC) has been busy with celebrity placements. A special Everlon Red Carpet Collection was created and over 70 stars — including Taylor Swift, Queen Latifah and Brooke Shields — have been tapped to wear the Everlon pieces to various high-profile events. To keep Everlon front and center in the minds of consumers, the DTC plans to run the same television ads as last year that feature a couple ice-skating with “I’ve Got You, Babe” playing in the background. The commercials will be aired during the holiday season. Print ads will be launched in fashion and lifestyle magazines during the fourth quarter to create desire among women, while a last-minute push right before Christmas in newspapers will be geared toward motivating men to buy. In order to fuel desire further, the DTC will release new designs in the Everlon collection, including pieces with heart shapes and princess cuts. Morrison notes that in order to keep consumers excited about the product, and more inclined to purchase the jewelry, it is important to give them new and innovative designs.

Amber Michelle
Editor in Chief