(CHICAGO) - Fashion models sell it with a look. Advertising agencies prefer to give consumers the sizzle in the steak. And now, M. Geller, Ltd. is putting the “oooh” in loose diamond presentation.
The Chicago-based loose diamond and precious gemstone wholesaler has launched their branded First Choice™ presentation package to jewelers receiving goods from them on memo.
According to company president and owner, Marc Geller: “When a jeweler calls for a loose diamond from us, they will no longer receive the goods in the traditional, and frankly, less exciting diamond paper. Instead, we’re sending each loose diamond in our First Choice package. Why? Because presentation and packaging contribute to a retail customer’s decision to make a purchase. We want to do anything we can to help our customers make the sale.”
Geller said that the design and development of the First Choice package has been a priority for the company and a work in process over the past several months. The package features a rich, deep blue finish that lends elegance to presenting a diamond. Excitement and anticipation is created when the presentation box itself is drawn out of its protective sleeve in front of the customer. A window in the box then reveals the diamond they are being presented. The diamond is seen placed on a blue velvet pad in a clear magnetic acrylic box. Inside, the blue velvet-lined box also contains a tension ring and a hidden tray for storing a photocopy of the original certificate.
From its earliest prototypes to its now final version, Geller’s existing clients as well as attendees at shows and conferences have welcomed the previews of the package with great interest and enthusiasm. “The positive response has been better than we could have ever expected,” said Geller. “We’ve talked with a lot of jewelers that are looking forward to having our First Choice package on their counter when a customer comes in to view a diamond.”