August 1998



Companies get creative with cut education

Masterminding a technique for talking up diamond cut is difficult for salespeople who must fit so much information into their sales presentations. A few companies are copiloting by investing in marketing tools that explain the cut concept simply and creatively.

Painstaking Quality
Kwiat of New York City produces a consumer brochure that outlines its added touches – platinum wire connections on bracelets, properly clipped prongs – using straightforward, engaging language.

Diamond cut is a major part of this explanation. "Kwiat is a diamond cutter, but the way we sell diamonds is through our jewelry," says Kwiat's Bill Gould. "We want to explain why our diamonds appear brighter and more beautiful."

The brochure elaborates details beyond table size and angles. It explains that the company's gemologists pick diamonds from a large stock and carefully match them; that there are no knife-thin girdles that may chip or thick girdles that add weight but subtract beauty; and that diamonds are chosen using digital gauges measuring to 1/100mm. Photos compare the top of a Kwiat diamond to a poorly cut diamond of the same weight – a stone that appears smaller and less defined.

Scanning the Spectrum
J. Landau, a diamond cutter in Los Angeles, has distributed more than 2 million of its brochures on Ideal Cut in the past eight years. "We guarantee jewelers will sell at least three diamonds for every 100 brochures," says Joe Landau.

An Ideal Cut diamond sprinkles colored light across the front cover. Inside, good cut remains the focus. Clear, descriptive paragraphs explain why cutters "spread" diamonds, how Ideal Cuts disperse light perfectly and how "Premium Cuts," or near-Ideals, achieve a "harmonious balance."

While J. Landau specializes in Ideal Cuts, its brochure objectively lays out cutting options. "The market overall is still not accepting the cost of Ideal Cut, so Premium Cut continues to sell well," he says. The brochure is so non-promotional – even excluding the Landau name – that people mistake it for a De Beers brochure, he says.

Animating Light
It's a '90s kind of dilemma: When customers shop your Web site, how do you maintain the show-and-tell advantage of an in-person sales presentation?

Tiffany & Co. combined old-fashioned simplicity with a new technology to explain the way light moves through a diamond. An animated graphic (known in the Web world as an animated GIF) on Tiffany's home page ( shows a beam of light bouncing into a Tiffany diamond and out the top, then compares it with light shooting into a poorly cut diamond and escaping out the sides.

Tiffany wanted to best incorporate the technical capabilities of the Internet. "It would be difficult and confusing to demonstrate the relationship between cut and brilliance through photography on the Internet," says Caroline Naggiar, senior vice president of marketing. "This schematic offers a clearer and more memorable explanation. It also uses the medium fully and is fun to watch."


– by Stacey King

Copyright © 1998 by Bond Communications.


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