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| August 2003
Diamonds/News When You're Hot, You're Hot The English company Hot Diamonds has U.S. jewelers buzzing Silver and diamonds – it’s a combination other companies try, but few have the quick word-of-mouth success of Hot Diamonds. A marketing venture of Historic Originals Ltd. of Great Britain, Hot Diamonds conquered its own subjects first before sparking a new British invasion in the U.S. that only began this year. In British trade magazine surveys of popular jewelry brands, Hot Diamonds has been at the top of the list among jewelers for almost two years. Judging from its word of mouth among jewelers on this side of the pond, the same is happening here. “Customers come in and really like the quality – it looks like white gold,” says Christine Anzell, co-owner of The Jewelry Box of Lake Forest, Lake Forest, CA, who bought the line after hearing jewelers rave about it on a Polygon discussion channel. “Then when you tell customers the price, they say ‘Are you serious – $100?’ and wind up buying several pieces.” Anzell says she barely gets her Hot Diamonds order unpacked before it flies out the door. “The company is terrific about re-orders – they get here fast so we can keep selling.” Another jeweler, who didn’t want to be identified, told Professional Jeweler he thinks the line is so successful because of its marketing package. “The tools they give you are fantastic,” he says. “There’s a high-gloss wooden, hinged box, a gift bag, good displays and point-of-sale material, as well as post cards and ad slicks. And it’s all coordinated to send an effective message.” This jeweler also likes that the small diamonds impress buyers, but they’re not big enough to spark debate about their quality. “It’s great to not have to deal with that for once.” Tim Lawrence, who runs the U.S. operation in Camden, ME, says Hot Diamonds opened 700 accounts in its first six months of operation. “At first, jewelers will say ‘silver and diamonds? Forget it.’ But if they try it, they’re usually astounded by the reaction.” Hot Diamonds features rhodium-plated sterling silver set with full-cut round diamonds. Pendants come with 16-to-18-in. extender rhodium-plated sterling snake chains. New collections debut every six months. The jewelry’s quick popularity in the U.S. has already generated imitators, but Hot Diamonds says it plans aggressive response to those who violate its copyrights. It recently settled a case with a large U.S. manufacturer who agreed to withdraw several pieces along with making a financial settlement.
– by Peggy Jo Donahue
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