Professional Jeweler Archive: A Diamond Stretch

September 2003


A Diamond Stretch

Baguette World's B-Flex eternity bands expand wearers' options

As a body ages, the tribulations of advancing years include arthritic knuckles, swelling fingers and other hand issues. The jewelry industry keeps coming up with ways to help Baby Boomers forget their troubles, including a new take on popular eternity bands. Like the expandable waistbands now favored by many in the blue jeans crowd, Baguette World’s B-Flex eternity bands stretch at least a size and a half to accommodate aging fingers. “Eternity bands are often used to celebrate special anniversaries, but as we grow older, our hands change,” says Kobi Katz, president of Baguette World.

Introduced earlier this year, the B-Flex has become so popular the company decided to double the number of styles available at this year’s JCK-Las Vegas Show. The new styles feature Baguillion Cut diamonds, which combine the elongated shape of a baguette and the square princess cut. There also are combinations of Baguillion Cut diamonds with round brilliants, and diamonds with princess-cut sapphires in double and triple rows.

The B-Flex eternity band line is available with single, double or triple rows of diamonds. The ring still looks and wears like an eternity band, with diamonds encircling the finger, even when it’s stretched to maximum size.

Suggested retail prices range from $2,000 to $15,000, depending on style and carat weight. Distribution is controlled, so retailers carrying the line have exclusive availability in their communities.

Ad Support

Baguette World created a program of advertising and support material for the line, including direct mail, a retailer press release, a selling tip sheet, brochures, display case placards, custom cherry wood packaging and displays, a warranty certificate and a care guide for consumers. Advertising is planned for holiday 2003 and early 2004.

“We believe in this product and believe that consumers will embrace the concept,” says Elly Sandberg of Baguette World. “Now we are gearing up to let them know it’s available with a targeted consumer media plan.”

  • Baguette World, Los Angeles, CA; (800) 432-3222 or (213) 627-5111,
Baguette World’s new B-Flex eternity band can expand a size and a half.

Copyright © 2003 by Bond Communications