Professional Jeweler Archive: Down the Aisle

May 2001

Diamonds/News


Down the Aisle

Top design-oriented firms hop on the bridal jewelry bandwagon


The enduring power of the bridal business in the traditional jewelry store has prompted new lines from some of the country’s most popular and respected jewelry design companies. The new bridal collections – the first for some of the companies – all feature touches popular with today’s brides, such as bezel settings and side stones.

Martin Flyer Introduces New Three-Stone Rings

Platinum three-stone rings in the new Bridal Collection by Designs by Martin Flyer feature squares, emerald cuts and ovals that will appeal to today’s most sophisticated customers. The company, known for its bridal designs, offers engagement rings, wedding bands and wedding sets as well as three-stone rings in the new collection.

A full promotion program includes TV commercials, ad slicks, post cards and counter cards for the new Bridal Collection as well as for a new Gift Collection (necklaces, earrings and diamond-line bracelets) and the new Eternity Collection (platinum and gold diamond wedding bands).

“These new collections will help our customers to better market our designs to consumers by organizing the jewelry by gift-giving occasion,” says President Gary Flyer.

• Designs by Martin Flyer, New York City; (800) 223-0330 or (212) 840-8899.

 

Jose Hess Platinum Bridal Collection

The legendary designer introduces his first bridal line, consisting of 46 engagement rings and matching wedding bands.

Hess favors a clean, simple approach, incorporating waves of platinum, sprinkles of smaller diamonds and an understated setting for the center stone. Rings in the collection are $1,500 to $5,000 suggested retail without the center stone. Rings can accommodate from 0.5-ct. to 2-ct. diamonds.

• Jose Hess, New York City; (800) 221-4510.

Lagos Says Bezels Are Better for Bridal

Steven Lagos, the designer of wildly popular silver and gold jewelry, is aiming at the wedding arena with Lagos Bridal. The collection’s signature motif is the bezel-set
diamond, flanked by channel-set diamonds and finished with two more bezel-set diamonds in the sides of the ring.

In talking with women who attend his in-store appearances, Lagos learned many are attracted to modern designs with bezel settings that fit their busy, active lifestyles. They also like diverse diamond cuts, including round, oval, marquise, emerald and pear, he says.

Complementary bands are available for each ring. The collection is available in 18k gold or platinum.

Along with the debut of the new bridal line, Lagos has launched www.bezelsarebetter.com, a Web site designed to educate and entertain those in search of a bezel-set engagement ring. The site features five areas: Bezel Guide, Scene Selection, Character Profiles, Send a Postcard and Sign the Guest Book. The site focuses on the story of a pair of star-crossed lovers, Peridot Prongmount and Holden Bezelset and their two families. It begs the question whether Peridot and Holden will marry despite their families’ differences. With its comic-book design style, a soap opera-esque storyline and its simply written bezel guide, the site aims at women in the market for an engagement ring as well as those dreaming of the day when they’ll receive one. Bezelsarebetter.com will be updated regularly so visitors can see the drama unfold. Contests and giveaways will be added periodically to www.bezelsarebetter.com.

• Lagos, Philadelphia, PA; (215) 925-1693, bezelsarebetter.com.

 


Copyright © 2001 by Bond Communications