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.
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
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.
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 (www.tiffany.com)
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
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.