E.D.I. invites customers to think outside of the box
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E.D.I. has been preparing the release of its Carat Smart line of loose solitaires for the past 10 months by conducting market research and surveying retail jewelers.
E.D.I. has been preparing the release of its Carat Smart line of loose solitaires for the past 10 months by conducting market research and surveying retail jewelers. The concept emphasizes the way the diamond is cut, whether a round brilliant or a fancy shape.
Over the years diamond cutters tried to maximize weight retention by cutting heavier makes. Carat Smart diamond thinks outside of the box and maximizes millimeter “spread”, while ensuring the brilliance of a diamond. A typical Carat Smart diamond is certified by GIA or EGL, Very Good cut grade and better or “Premium Cut” and above. The company also stocks “oversized” diamonds, such as 0.95 that look like 1 carat to the naked eye, 1.30 that faces-up like 1.50, etc. in round brilliants and fancies.
“2008 is a challenging year of re-grouping and thinking outside of the box. We found out that our Carat Smart diamonds when displayed side-by-side with loose diamonds from our competitors are simply the ones customers ultimately like the most. We believe a 1 carat diamond should not measure less then 6.5mm and be lively and sparkly. We also want to give the customer an option to consider a 0.95 and save money, or upgrade to a 1.20 without spending a lot more,” says Robert Maroszek of E.D.I., who is inviting his customers nationwide to try out Carat Smart.
E.D.I. has prepared a comprehensive educational program for sales associates presenting the diamonds to the consumer as well as marketing materials that can be used at a store. E.D.I. supports its group of customers and plans on supplying Carat Smart exclusively to retail jewelry stores nationwide, not online diamond websites, auction sites or any other medium that in fact hurts the business of its customers.
The Carat Smart concept has met with a warm reception from customers who had the opportunity to buy and sell the line of loose diamonds. “Carat Smart from E.D.I. is a way for me to compete not only with neighboring stores in my area, but also Internet sellers. It’s a way to make more profit during the slower times and still be able to save some money for my customer,” says John from Benny’s Jewelers in Atlanta, GA – one of E.D.I’s loyal customers.
For more information or to order please call 866-672-2728, visit www.caratsmart.com or visit booth 47045 at the JCK Las Vegas Show.
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