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January 2000

Diamonds News

Millennium Milestones

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 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.

USA Studs

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,

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,

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.


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