Professional Jeweler Archive: New York State of Mind

August 2003


New York State of Mind

CMNY adopts its home city in its jewelry designs

CMNY, CM Group’s newest brand identity, has more in common with Donna Karan’s DKNY label than just a couple of shared letters. Both want to identify certain styles with the city they celebrate – New York.

It’s no accident CMNY adopted the same strategy as the high-profile fashion house. It wants to clearly show its diamond jewelry collections are designed to make a marketing splash. CMNY jewelry is aimed at a New York mindset – trendy, upwardly mobile buyers who want something new and fresh, whether they live in New York or not – says Vikram Shah, CM Group director. He says the jewelry features good workmanship, well-cut diamonds and European design flair. “It’s well-designed and original jewelry with the focus on fashion, value and quality.”

CMNY’s parent, CM Group, has been in business since 1974. Known as C. Mahendra in India, it’s been a client of De Beers’ Diamond Trading Co. since 1991. Though the company takes seriously the DTC Supplier of Choice initiative to boost the marketing and branding of diamond jewelry, Shah says it planned its marketing strategies well before the DTC required it.

Family owned, CM Group is headquartered in Mumbai, India, and has facilities from China to Manhattan, with stops in Hong Kong; Bangkok, Thailand; several Indian cities; the Middle East; Valenza, Italy; and Antwerp, Belgium. In addition to CMNY, the CM Group produces higher-end designer jewelry through its Augusta de Carolis division and promotional jewelry through another division.

CMNY’s designs are coordinated by teams in Italy and Hong Kong. The jewelry features detailed gallery work designed to please the wearer. The teams also are charged with creating jewelry that is comfortable and can be produced at consistently high quality. Keystone prices are $200-$7,000.

Among the trends CMNY noted were popular among buyers at the recent JCK-Las Vegas Show were pink and white gold combinations and brushed gold with pavé diamonds. Small charms with heart, flower, letters and sea creature motifs also interested buyers.

• CMNY, New York City; (877) 398-9666 or (212) 398-9666,

– by Peggy Jo Donahue

CMNY’s pink and white gold jewelry with diamonds hit the spot for many buyers at the JCK Show.
Motifs such as hearts, letters and symbols from nature provide inspiration for CMNY designers.

Copyright © 2003 by Bond Communications