February 2002 Diamonds/News Simply Brilliant A diamond branding angle for independent jewelers Brilliant Merchandising Inc.’s new online branded jewelry venture is designed to send consumers to the counters of participating retailers. The new line, called Ideal Love Designs, also enhances Brilliant’s core business, selling loose diamonds under the Lovestar Diamond™ and Ideal Love Designs brand-names. “We’ve put a lot of sweat equity into the Web site, but it’s paying off,” says President Scott Klein. The new line’s site, www.lovestardiamonds.com, features five brand names from which Internet consumers may choose: Torique™ comprises comfortable wedding jewelry, including engagement rings, eternity bands, channel sets and three- and four-stone diamond rings. Torc™ features modern designs based on Celtic motifs. Jeromé encompasses a variety of rings and pendants. The Heirloom Collection™ and the Poetry Collection™ have more conservative, traditional designs. The site presents jewelry from a variety of angles. Depending on the view, the diamond’s brilliance or the gold or platinum gallery work can be examined in greater detail. Consumers who want a piece of jewelry must order it through a participating jeweler, so the site also features a “find a jeweler” section. Secure to the Trade Another site is dedicated to selling Brilliant’s loose diamonds to the trade. At www.brilliantmerchandising.com, participating jewelers may search for branded diamonds by size, shape, weight, color and clarity. They also can request a certificate and specify the lab. The site is password-protected. Because not all his customers use the Internet, Klein also developed point-of-purchase display cards and laminated easels featuring the Love Star logo and trademark. Diamond viewers also allow jewelers to show their customer the hearts-and-arrows patterns on diamonds. Jewelers who have bought into the program say they are happy with the results. “Our customers have loved the jewelry because it’s so different and because they found it easy to use the Web site in making their decisions,” says Eva Kilnisan of Traders of Babylon, Hoboken, NJ. “We have gotten a lot of response from young customers because of this.” • Brilliant Merchandising Inc., New York City; (888) 200-5084 or (212) 354-6313. – by Robert Weldon, G.G. Brilliant Merchandising’s new lines range from contemporary to classic.