Omaha, NE—Taking a page from Neiman Marcus’s playbook, Borsheims is introducing experiential gifts in its annual holiday catalog. Neiman Marcus, of course, is famous for the “fantasy gifts” offered in its annual Christmas Book, which have in the past included everything from custom jets to this year’s signature gift, an Aston Martin designed by current James Bond 007 actor Daniel Craig.
Now, for the first time ever, Borsheims customers can purchase a jewelry-related luxury travel experience. The three lavish travel experiences, ranging from $25,000 to $200,000, are related to specific products sold at Borsheims and will allow customers the chance to travel and learn more about what they’re purchasing. One gift is watch-focused and the other two are diamond-focused. The trips will be organized by Borsheims and its partners upon purchase. They are:
1) Watchmaking 101 with AWCI for $25,000. This is a trip for eight to the American Watchmakers-Clockmakers Institute, where the purchaser will create their own custom Swiss Made watch, including placement of gears, lubrication of components, timing adjustments, dialing, casing, and water testing.
2) Arctic Signature Diamond Trip for $160,000. This is an exclusive four-day trip for two to the Canadian Arctic, where Borsheims Signature Diamonds are mined. The trip will include a visit to the mine to collect a rough diamond (about eight carats), dog sledding, ice fishing, watching the Northern Lights over dinner, and an overnight in a private teepee warmed by a roaring fire. The trip wraps in Toronto where the customer can select the final shape for the rough diamond.
3) Botswana Safari & Kalahari Dream Diamond Trip for $200,000. This two-week trip to Botswana, home to Borsheims’ Kalahari Dream Diamonds, also includes a 4.51 carat Kalahari Dream Diamond. The sale of these diamonds in Omaha benefits the Kalahari region of southern Africa. Visitors will see firsthand both the water delivery system built by Borsheims’ diamond sales, and the diamond polishing facility that provides employment to Batswana locals. Then, a multi-day tour of Botswana’s national parks will allow the participants to see elephants, hippos, lions, and much more in their natural habitats. Four-star accommodations and beautiful dining experiences are included in the trip.
Borsheims president and CEO Karen Goracke said, “We certainly hope it’s memorable whenever anyone gives a gift from Borsheims, but these gifts really take that experience over the top. Imagine how magical it would be to see for yourself exactly where your diamond comes from, make your own Swiss watch, or to see firsthand the good things your diamond is providing for others. It is truly a luxury gift experience.”
This year, Borsheims' holiday catalog rivals Neiman Marcus's in fantasy gifting.
To see details of all the experiences, check out Borsheims holiday catalog online.
Separately, Borsheims has made some changes and additions to its management. The retailer has combined its marketing and e-commerce departments into one, and promoted Andy Brabec to director of marketing & e-commerce to oversee the team. The retailer also promoted Marti Stephens, G.G., to shop assistant manager and hired Adam Craig as its new facilities manager.
Brabec has been Borsheims’ director of e-commerce for three years, helping Borsheims to double its online revenue in that time. With a total of 12 years of experience in marketing management, he was a natural fit for the new role, to allow the marketing and e-commerce departments to work together to ensure a seamless signature Borsheims experience in-store and instore.
Craig comes to Borsheims from The Boeing Company in St. Louis. As the facilities manager, he will oversee the functionality, comfort, safety, and efficiency of the Borsheims building.
With her promotion to shop assistant manager, Stephens will help to oversee the jewelry shop, including appraisals, custom work, and repairs. She has held several different positions within the shop, most recently as shop support supervisor.