Professional Jeweler Archive: Eurostar Moves Forward on Branding

July 2004


Eurostar Moves Forward on Branding

The DTC client partners with more U.S. companies to supply diamonds for brands

Eurostar Diamond Traders, an Antwerp, Belgium, Diamond Trading Co. client, now supplies diamonds and financial support to several U.S. brands, including Memoire, Skaneateles, NY, and True Romance, New York City.

Memoire, a diamond wedding band and luxury jewelry company, was recently acquired by Hearts On Fire Co., Boston, MA, which already has a partnership with Eurostar. “The partnership between Hearts On Fire and Memoire gives both companies a natural synergy in the luxury jewelry market,” says Glenn Rothman, CEO and founder of Hearts On Fire.

“Memoire now will be able to sustain significant growth while benefiting from the depth and solid financial foundation of Eurostar,” he adds.

Memoire also is expected to take advantage of Eurostar’s large inventory of smaller diamonds, though it won’t use the specially cut Hearts On Fire diamonds sold by its new parent. Memoire will remain completely autonomous, says Rothman, and co-owners Doug and Nancy McDowell will continue in their roles.

True Romance

As a result of the partnership the companies began last year, Eurostar and Paul Winston, New York City, created a subsidiary called True Romance. The new company, which debuted a True Romance bridal collection in February, is positioned to sell classic American design with a contemporary aesthetic. “True Romance is a luxury brand at a competitive price point,” says Isaac Gad, president and CEO of Paul Winston. “We plan to put a substantial financial investment in True Romance with an advertising campaign in trade and consumer publications, extensive sales training, direct mail initiatives and innovative display material.”

Adds Kaushik Mehta, CEO of Eurostar, “This alliance is part of our long-term strategy of forward integration within the diamond value chain. Paul Winston is looking at evolving from a generic manufacturer of diamond jewelry, and the True Romance brand is the first way to create value.”

The True Romance collection of fine jewelry includes bridal sets, engagement rings, wedding bands and semimounts available in 14k and 18k yellow and white gold and in platinum for $300 to $8,000 suggested retail. The collection is aimed at jewelry specialty and retail stores nationwide.

Glenn Rothman (left), Hearts On Fire CEO/cofounder, and
Susan Rothman (second from left), Hearts On Fire cofounder, with Memoire co-owners Nancy McDowell, vice president/ operations, and Doug McDowell, CEO. Eurostar supplies both companies with diamonds.
The True Romance brand features classic American design at competitive prices.

Copyright © 2004 by Bond Communications