Aggressive Diamond Promotions in the Fourth Quarter

October 22, 2002

Aggressive Diamond Promotions in the Fourth Quarter

Two prominent diamond companies announced national promotions for the fourth quarter 2002 to tempt consumers to buy diamonds. Kwiat and Rand Diamond, both with offices in New York City, are building brand awareness with the general public through national advertising in print and the Web, plus in-store promotion and prizes. Both companies are De Beers' clients, called sightholders, and De Beers has encouraged its sightholders to enhance downstream marketing of diamonds and diamond jewelry.

Kwiat's promotion is a "Past, Present and Future" sweepstakes offering consumers prizes such as a trip for two to the diamond mines of South Africa and a rough diamond (to be cut and polished by Kwiat), a voyage for two aboard the Queen Elizabeth II. A third national prize is a night on the town for two. Additional prizes are being offered by participating jewelers to bring the contest to a local level. Retailers who purchase more than $25,000 of Kwiat's three-stone diamond jewelry receive 2,500 direct mailers, entry forms and a ballot box display. Kwiat is supporting the contest through national advertising in magazines such as In Style and Town & Country, Web links, sales incentives and other promotional materials for jewelers.

Rand's contest is a cross-promotion with recording artist Toni Braxton and is tied to the launch of Braxton's new single, "Hit the Freeway." From Oct. 2-Nov. 30, BMG Music will host the online Rand-Braxton promotion at Consumers can enter to win a 1-ct. Rand diamond and link directly to Rand's Web site from BMG's site. Braxton has sold more than 25 million albums and won seven American Music Awards. "Ms. Braxton's sophistication, style and diverse musical talents are a perfect match for the Rand Diamond," says Leon Cohen, president of Codiam, exclusive distributor of the Rand diamond. The click2music site averages 1.5 million individual visits a month. Promotional media banners linking to the Rand contest will run in October throughout AOL and its affiliate Web network and on

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