Professional Jeweler Archive: DTC Hosts BaselWorld Seminar

June 2004


DTC Hosts BaselWorld Seminar

Key executives hear about the progress of diamond marketing efforts

The Diamond Trading Co.’s Supplier of Choice initiative continues to have an impact on the diamond industry, according to Jonathan Kendall, director of DTC’s international and trade marketing group. Speaking at a DTC-seminar at BaselWorld in April, Kendall said more than 250 client initiatives are now driving demand and more than 33% of DTC goods are in more efficient distribution channels. The DTC calculates trade advertising at $275 million, exceeding its target of $200 million by 2004.

Other presenters at the seminar covered a variety of topics, including U.K. retailer Michael Wainwright, managing director of Boodle & Dunthorne, who illustrated how turnover tripled and profits increased when his seven-store chain began branding its name and offering its own line of diamond jewelry.

How It’s Worn

Dominique Assenat from Peclers, a French trend-research company, revealed cultural trends affecting the ways women wear diamond jewelry. She said diamond jewelry marketers should pay attention to such trends. The rising popularity of diamond brooches among fashionable women, for example, is due in part to the jewels being pinned on women’s clothes in locations other than just a jacket lapel. She said stylists are using hair clips as wearable modern tiaras. Necklaces are being used to draw attention to a woman’s back or shoulders, not just her décolletage. She also noted the increased use of diamonds in high-value “fetish” objects such as jeweled cell phones and in men’s jewelry.

Rosy Blue & Vera Wang

Dilip Mehta, CEO of Rosy Blue, told seminar attendees about the advantages of bringing a well-known fashion name to a product to accelerate a company’s branding efforts. The successful debut of Vera Wang Jewelry this spring has helped Rosy Blue leapfrog to near the top of the heap of noticeable consumer jewelry brands in a very short time, said Mehta. “Vera is already an insider; she understands fashion and she is herself a jewelry consumer.” Wang is conducting a series of personal appearances at retailers carrying the line, including Neiman Marcus, Bailey Banks & Biddle and several high-end independent jewelers, which should further drive the brand.

– by Peggy Jo Donahue

Diamonds worn creatively add excitement to the category, says Dominique Assenat, a French trend researcher who spoke at the Diamond Trading Co. seminar on diamond marketing during BaselWorld. She encouraged marketers to present diamond jewelry in fresh ways to help wearers appreciate its drama. The May issue of Vogue features actress Nicole Kidman wearing diamonds in ways Assenat recommended: A huge diamond brooch accentuates her bustle, while a diamond necklace emphasizes her back.

Copyright © 2004 by Bond Communications