Rosy Blue Announces Multiple Branding Ventures

April 7, 2003

Rosy Blue Announces Multiple Branding Ventures

Diamond giant Rosy Blue, at a press conference at Basel World April 4, announced a series of partnerships with various jewelry and watch designers and fashion designer Vera Wang, as well as an in-house prestige division headed by former Mikimoto COO Koichi Takahashi. "Rosy Blue accounts for 7% of the rough diamond trade and is one of the top five De Beers' customers," says CEO Dilip Mehta. " We're looking for various ways to market and brand."

The jewelry and watch designers partnering with Rosy Blue include Tamara Comolli, Stefan Hafner, Roberto Coin, Kashikey and Technomarine. Each partner introduced designer collections at Basel that make extensive use of Rosy Blue's natural color diamonds, including browns. Roberto Coin, for example, is using brown diamonds in new styles in his Giraffe collection.

The partnership with Vera Wang will develop an exclusive diamond and fine jewelry collection meant to appeal to bridal and fashion customers. Wang is well-known as a designer of luxury bridal and ready-to-wear clothing.

The prestige division, called Rosy Blue Fine, will be dedicated to serving high-end U.S. retailers. Rosy Blue Fine also will bring the Vera Wang collection to market.

These new ventures join Rosy Blue's previously announced joint venture with Backes and Strauss and Beny Sofer & Sons to market the Canadia (TM) brand of Canadian diamonds. Rosy Blue has a factory, Arslanian Cutting Works, in Yellowknife, Northwest Territories.

Rosy Blue, started in India in 1960, has principal offices in all the major diamond cutting centers and international headquarters in Antwerp, Belgium. In addition to its relationship with De Beers' Diamond Trading Co., it also is a customer of BHP, the owner of Canada's Ekati mine and a customer of other mining companies as well. As a manufacturer of diamonds and finished diamond jewelry, it also has offices in all major diamond-consuming countries. Its 15 locations produce over $1 billion in sales.

by Peggy Jo Donahue

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