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 Brilliants core business, selling loose diamonds under the Lovestar Diamond and Ideal Love Designs brand-names. Weve put a lot of sweat equity into the Web site, but its paying off, says President Scott Klein.
The new lines 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 diamonds 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 Brilliants 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 its 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 Merchandisings new lines range from contemporary to classic.