Follow De Beers' example promote 2000 as a gift-giving
occasion throughout the year
Your opportunity to celebrate the millennium doesn't end on
New Year's Day. The celebration to mark the event has only just
begun. When De Beers tested a commercial featuring a couple in
Time's Square on New Year's Eve, a stunning 79% of the focus
group said diamond jewelry should be part of the millennium celebration.
"Do not let this opportunity slip by," says Steven
Lussier, worldwide marketing director of De Beers. "Either
tie in with our program or do something of your own, but make
some noise and make your mark."
De Beers' splashiest public relations coup is its exhibition
of 12 major diamonds at the Millennium Dome, a $1.2 billion structure
in Greenwich, England, the town at 0° longitude from which
all time zones are fixed. "These diamonds, like all diamonds,
have witnessed the last millennium and will outlive the next,"
says Nicholas Oppenheimer, chairman of De Beers.
A collective of De Beers sightholders promoted De Beers Limited
Edition Diamonds throughout 1999, including New York City companies
Leo Schachter & Co., Codiam, W.B. David Co., M. Fabrikant
& Sons, Eurostar Belgium, Rosy Blue and Hasenfeld Stein.
Many other manufacturers are doing their part to usher in the
new era also (see below).
by by Robert Weldon, G.G.
|The Millennium Dome in Greenwich, England is
the site of major millennium celebrations throughout 2000. De
Beers has its own exhibit of major diamonds on display there.
Making Some Noise
Many diamond manufacturers are throwing their own parties.
Here's a look at a few millennium-themed diamonds.
Lazare Kaplan International launched the LD 2000 by Lazare
Diamonds. All diamonds in the collection are numbered and inscribed.
Two thousand under-1-ct. diamonds and 2,000 over-1-ct. diamonds
will be sold. A consumer sweepstakes drawing to win a $30,000
2-ct. diamond will be held shortly.
- Lazare Diamonds, New York, NY; (212) 972-9700.
Millennial Sunrise, USA Studs Inc.'s patented cut for
diamonds, has never been seen before, says the company. It was
designed to celebrate the new millennium.
- USA Studs, New York, NY; (800) 872-7883, www.usastuds.com.
Hearts on Fire
The Hearts on Fire® Millennium Diamond series comprises
branded, limited-edition solitaires inscribed with logos and
identification numbers. Each diamond comes with a leather-bound
book and a time capsule. The diamonds are offered in a series
of 2,000 shapes and sizes retailing from $1,800 to $1 million.
- Hearts on Fire Diamonds, Boston, MA; (800) 343-1224, fax
(617) 523-1437, www.hearts-on-fire.com.
Premier Gem Corp.
Millennium & Forever is a branded diamond by Premier Gem
Corp., a Marvin Samuels Co. The retailer kit includes point-of-purchase
displays, jewelry boxes, mailers and other support items. The
diamonds are a limited edition in D-I colors and FL-SI clarities.
- Premier Gem Corp., New York City; (800) 526-0606.
Copyright © 1999 by Bond Communications.