05242017Wed
Last updateWed, 24 May 2017 2pm
GIA’s M2M app helps retailers tell a diamond’s story

GIA’s M2M app helps retailers tell a diamond’s story

As the creator of the 4Cs, GIA (Gemological Instit...

JCK Vendor/Supplier Roundtable

JCK Vendor/Supplier Roundtable

This month rather than our usual Retailer Roundtab...

Other News

IDEX reports De Beers to auction polished diamonds made from its own rough

IDEX reports De Beers to auction polished diamonds made from its own rough

(IDEX Online) – De Beers' Auction Sales business will pilot the sale of its own polished diamonds using auctions for the first time. The sale will comprise a wide range of polished stones manufactured directly from its rough diamonds.

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Industry Events

Dates announced for 2017 ACE It Conference

Dates announced for 2017 ACE It Conference

Appraisers Continuing Education

The National Association of Jewelry Appraisers (NAJA) announces its 48th Annual Mid Year ACE© It Education Conference to be held in Indianapolis, IN on August 12 - 15, 2017. 

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On The Move

Rio Grande announces winners of the 17th Annual Saul Bell Design Award

Rio Grande announces winners of the 17th Annual Saul Bell Design Award

At a celebration dinner held on May 21 during the Santa Fe Symposium® in Albuquerque, NM, Rio Grande announced the winners of the 17th annual Saul Bell Design Award competition. Through rigorous judging, two panels of experts chose first- and second-...

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What's New

Featured Articles

Voyager Brands up and running with bright ideas, creative new brands

Voyager Brands up and running with bright ideas, creative new brands

When Shreyansh Shah arrived from India, he was looking forward to seeing a little snow. He got more than he bargained for - and he was delighted.

“I came to the United States in December 1998 and was welcomed by 2 feet of snow in Chicago,” says Shah, ...

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Latest News

IDEX reports De Beers to auction polished diamonds made from its own rough

1 HOUR AGO
IDEX reports De Beers to auction polished diamonds made from its own rough

(IDEX Online) – De Beers' Auction Sales business will pilot the sale of its own polished diamonds using auctions for the first time. The sale will comprise a wide range of polished stones manufactured directly from its rough diamonds.

Readmore

Ring bought at flea market turns out to be 26+ carat diamond

1 HOUR AGO
Ring bought at flea market turns out to be 26+ carat diamond

One lucky lady snagged the deal of a lifetime over 30 years ago when she purchased what she thought was merely a fun cocktail ring, but what turned out to be a diamond worth more than $450,000.

Readmore

Dates announced for 2017 ACE It Conference

1 HOUR AGO
Dates announced for 2017 ACE It Conference

Appraisers Continuing Education

The National Association of Jewelry Appraisers (NAJA) announces its 48th Annual Mid Year ACE© It Education Conference to be held in Indianapolis, IN on August 12 - 15, 2017. 

Readmore

Jewelers of America to host Legislative Forum on Capitol Hill

1 HOUR AGO
Jewelers of America to host Legislative Forum on Capitol Hill

Dinner & Forum will be part of the association’s annual advocacy visit

(NEW YORK) - Jewelers of America (JA) has announced it will host a Dinner & Legislative Forum on Tuesday, June 20, 2017 at the prestigious Army & Navy Club in Washington, D.C. The event - open to both JA Members and non...

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Rio Grande announces winners of the 17th Annual Saul Bell Design Award

1 HOUR AGO
Rio Grande announces winners of the 17th Annual Saul Bell Design Award

At a celebration dinner held on May 21 during the Santa Fe Symposium® in Albuquerque, NM, Rio Grande announced the winners of the 17th annual Saul Bell Design Award competition. Through rigorous judging, two panels of experts chose first- and second-place winners in each of eight competitive categor...

Readmore

Finalists and judges announced for 2017 Saul Bell Design Awards

14 DAYS AGO
Finalists and judges announced for 2017 Saul Bell Design Awards

Rio Grande, the organizer of the Saul Bell Design Awards ( www.saulbellaward.com ), is pleased to announce the finalists of the 17th annual international jewelry-making and hollowware competition, as well as the two panels of experts tasked with judging the finalists’ work.

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Gesswein introduces Formlab Form 2 desktop printer

1 HOUR AGO
Gesswein introduces Formlab Form 2 desktop printer

Gesswein, supplier of precision tools and equipment for over 100 years, is pleased to introduce the Formlab Form 2, an affordable desktop printer suitable for every bench.

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Hoover & Strong introduces certified lab grown diamond selection

7 DAYS AGO
Hoover & Strong introduces certified lab grown diamond selection

Hoover & Strong has announced the addition of certified lab grown diamonds to their product selection.

“Hoover & Strong continues to lead the ethical jewelry movement with its newest addition of Harmony Lab Grown Diamonds. We have always felt that lab grown diamonds are the ultimate ethical a...

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Stuller promotes diamonds at retail on national television

(LAFAYETTE, La.) – Stuller recently promoted diamonds as an “enduring gift for a lifetime” in an effort to aid independent retailers by increasing consumer awareness during the holidays.

Popular national TV home show “Designing Spaces” may seem the least likely place to pitch diamonds. But Stuller, a DTC Sightholder, landed an opportunity on one of the show’s annual holiday gift specials that has the potential to publicize its emotional appeal for The Red Box Diamonds® Program to 80 million U.S. households via broadcasts through Christmas. The “Designing Spaces’” audience, described as mostly female, between the ages of 25 and 55, with a median household income of $65,000 is the core base of diamond sales.

In late August, Claudia Evans Zale, business development director for Stuller, filmed a six-minute segment at the studios of Quorum Productions, the Deerfield Beach, Florida-based creator of the show, to be featured during the 30-minute program. Appearing with correspondent Jodi Dombrowski, Evans Zale told diamond’s story with emphasis on Stuller’s Red Box Diamond brand and its new Diamond Moments campaign.

The TV program will air on networks after Thanksgiving and through December on such channels as TLC (The Learning Channel), The Food Network, Discovery Channel, WE (Women’s Entertainment), HGTV (Home & Garden Television), Travel Channel, and NBC, CBS, FOX, ION TV and UPN affiliates. Red Box Diamonds® will also benefit from Quorum’s multi-media marketing of themes, products and trends in future programming.

“The impact of this program could be huge for independent retailers,” says Matt Stuller, CEO and founder of Stuller. “By reaching so many consumers with the ‘diamonds make enduring gifts’ message during the holiday shopping season, consumers will be pre-sold on Red Box Diamonds, and diamonds in general, when they walk through the door. Jewelers who capitalize on this opportunity should see results at the sales counter.”

 

stuller-nov
Claudia Evans Zale (R), Sales Director of Red Box Diamonds, with correspondent
Jodi Dombrowski, discusses Red Box Diamonds on the home TV program “Designing Spaces.”

 

Evans Zale, who spoke with Dombrowski about how and why to buy diamonds, focused her pitch on key life moments with strong emotional significance like the birth of a child; a young woman’s coming of age; birthdays, especially milestone birthdays; and wedding anniversaries. She also referenced holidays that acknowledge those we love such as Christmas, Valentine’s and Mother’s Day as ideal occasions to create personal diamond moments. Not forgetting the all-important female self-purchaser, Evans Zale encouraged women to reward themselves with diamonds.

“Consumers identify with diamond jewelry for many reasons, such as the desire to feel loved, beautiful, or rewarded; or as an outward expression of success and style,” explains Evans Zale about the Diamond Moments campaign. “Especially in today’s tough economy, and with competition for discretionary dollars so high, jewelers can encourage customers to add to or create their diamond jewelry wardrobe by giving them the justification they need to make that purchase - their own diamond moment story.”

According to Ramona Gautreaux, Stuller’s marketing director of diamonds & gemstones, diamonds are faced with the prospect of stiff competition this holiday season, especially from the electronics industry.

“It’s even more critical today to build consumer confidence and customer loyalty,” says Gautreaux. “While others may scale back, we’re certain we have all the resources jewelers need to make every sale that’s coming their way. We’re stepping up our marketing and getting back to basics on the emotional appeal of selling diamonds.”

Stuller created its Red Box program to empower retailers with a brand they could call their own that is a beautifully-packaged, quality product, with value-added benefits such as diamond trade-up, loss protection, grading reports, and engraved ID serial number. A loose diamond brand, Red Box Diamonds® is available in a range of sizes from 3/8 of a carat up, all shapes, D to L color, and I1 clarity and greater, as well as some fancy colors. Since its inception a decade ago, the brand is in about 4,000 jewelry stores nationwide.

Stuller developed the Red Box Diamond Moments campaign as a comprehensive selling system for independent jewelers, including training resources, point-of-purchase tools, and a variety of advertising material. Retailers also have access to Stuller’s virtual inventory and just-in-time delivery, as well as custom design services through its Stuller Studio.

Evans Zale also promoted a contest, on “Designing Spaces,” for consumers to share their diamond moment stories (Log on to redboxdiamondmoments.com by Dec. 31 for a chance to win a pair of Red Box Diamond stud earrings.)

Gautreaux suggests retailers piggyback on the buzz created by the show in promoting gift registries/wish lists; hosting in-store events that embody special diamond moments; and connecting with area media to plug the local broadcast of “Designing Spaces” holiday show, as well as to discuss trends and gift ideas as their community’s diamond expert.

For more information or to find local TV listings and additional resources please visit www.stuller.com or call 800-877-7777.

 


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