Bruce Cleaver, CEO, De Beers Group advocates jewelers offer a selection of diamond jewelry that appeals to women looking to celebrate a personal milestone or self-reward. This should become as much a focus for jewelers, he advises, as bridal and other milestone-related jewelry.
Brands are seizing the opportunity to empower self-purchasing women. Original Designs’ latest campaign, “I am a Woman”, compares the qualities of a woman to that of a diamond—beauty, strength, brilliance. Clever taglines make the connection like “Beautiful in all shapes, sizes and colors”, “You can’t break me”, and “I thrive under pressure”. The campaign celebrates the journeys we go through that like a diamond make us unique, says Valerie Fletcher, vice president of design and product development for the NYC-based manufacturer.
Fine jewelry brands are evolving faster and creating new diamond fashion collections to appeal to a younger consumer, cites Paola De Luca, founder and creative director for the Italian luxury marketing firm, The Futurist, publisher of TrendVision. “They’re more attuned to addressing trends like the stacking of rings or dressing up the ears with14K gold and diamonds at accessible prices.”