Fire Polish Reopens With New Technology, New Factory, New Marketing Campaign
New York, NY—Fire Polish Diamonds announces its grand reopening June 1. The brand has a new factory, and is debuting a new marketing campaign for its stones.
Fire Polish is a revolutionary new cutting technique, the first to use tools and procedures developed in the semiconductor industry. Discovered in the Nanotech Labs of The California Institute of Technology, Fire Polish cuts thousands of facets (diffraction gratings) onto the pavilion of a diamond. These facets act like a prism breaking white light into a rainbow of spectral colors, thus increasing the dispersion (fire) and scintillation (sparkle) of a diamond without adversely affecting its brilliance.
Glenn Markman, GG, president and CEO of Fire Polish says that for the first time a diamond can have both fire and brilliance and Fire Polish will continue to change the way consumers look at and ultimately buy diamonds and diamond jewelry.
Consumers can see the difference in a Fire Polish ring when they get their ring home, without the need for any special viewing devices, added Robert Goldstein, COO. Here are the brand's new ads highlighting the special characteristics of the diamond:
Fire Polish is validated by both GIA and AGS as a cutting technique and was documented in GIA’s Gems & Gemology journal in its Winter 2010 edition. The company offers loose diamonds in stock, melee size diamonds, and a basic jewelry collection. The brand also has produced a Virtual Reality experience (VR/X) that will be in the store of every Fire Polish partner. The VR/X will immerse the consumer in a diamond experience like never before, telling the Fire Polish story and showing the Fire Polish advantage in 3D.
The VR/X will be on display at Fire Polish’s booth, L137, at the JCK Show next week.
Watch a video about Fire Polish here and for more information contact Robert Goldstein, Robert@firepolishdiamonds.com, cell (516) 521-1165 or Glenn Markman, Glenn@firepolishdiamonds.com, cell (917) 880-6700.
Uneek Celebrates 20 Years With New Look, New Brand Video Debuting In Las Vegas Next Week
Las Vegas, NV—Uneek Jewelry offers a sneak peek of its new brand video, released exclusively via The Centurion Newsletter. Click on the thumbnails below to view the clips.
To be officially unveiled on the first day of Luxury by JCK next week in Las Vegas, the video features the company's one-of-a-kind white diamond, colored diamond, and colored gemstone pieces from the Signature, Natureal, and Royal Blue collections, respectively. It’s shown alongside new bridal and fashion designs that Uneek will be debuting at the Vegas shows, worn by models in glamorous all-black and all-white outfits.
The stark backdrops (e.g., minimalist runway, black mirrors) reflects Uneek designer Benjamin Javaheri's passion for clean lines, geometric shapes, and modernist architecture. The styling has masculine/feminine touches to evoke a new kind of confidence and the chiaroscuro of palm fronds is a clever nod to Los Angeles, where Uneek was founded 20 years ago and continues to thrive. Shot in Los Angeles, the video was directed by up-and-coming visual genius Drew Kirsch. Creative direction was by the Uneek marketing team, and Javaheri himself did the jewelry styling. The video will be made available to retailers so they can play it in their stores.
"2016 is a milestone for Uneek—we are marking our 20th year in business—and at the beginning of this year I said we were going to bring something very special to the table," said Javaheri. "I am so incredibly excited to show this new look to our retailers, because it perfectly captures what two decades of honing our craft and listening to our valued customers have made of us. The overall look and feel of this video, and the jewelry that we feature in it—a mixture of new designs and [reissues] of our standout styles—tell a very compelling story about how we have this brave new outlook, but at the same time still nod to the rich traditions that we have so eloquently shaped over the last 20 years.
“I think that after they see it, retailers will have a stronger appreciation of Uneek's level of quality craftsmanship, our unerring eye for style, and our commitment of keeping the craft alive here in our home."
Uneek also is erecting a brand new salon at the shows: Standing 20 feet high, the look is contemporary and minimalist without looking too clinical. Javaheri wanted something that would reflect Uneek’s new aesthetic but at the same time be conducive to a relaxed and enjoyable buying/selection experience. “We think this new booth is all that. We can’t wait to welcome retailers into it!” he says.
For more information on Uneek's new campaign, or to schedule an appointment with them at the shows, please e-mail firstname.lastname@example.org, or call (1-888) BE-UNEEK.
Simon G. Jewelry Announces New Hires
Glendale, CA—Simon G. Jewelry welcomes four new members to its team this month to support its rapidly growing brand. The latest team member additions include U.S. sales representatives Garrett Hartman and Wendy Redmon, Eastern Canada sales representative Dominic Mainella, and brand ambassador Marlene Hanson. Collectively, the new team members bring over 65 years’ experience in the jewelry industry.
“We are always strategic when growing our business and look to bring team members on board who can help illustrate our brand story worldwide,” said Simon Ghanimian, president of family-owned and operated Simon G. Jewelry. “As we look to the future, we continue to identify opportunities to grow and expand.”
In the past year, new marketing strategies helped Simon G. increase consumer traffic to its website by 114%, resulting in a net increase in the amount of jewelry pieces sold year on year. In addition to hiring new team members, Simon G. also has been investing in new technologies and production equipment to help produce a faster turn-around time on individual and custom orders.
These additions have helped Simon G. to be one the best performing full bridal and fashion jewelry lines in the United States, according to the “2015 Big Survey” published by Instore magazine. The brand’s sales numbers for 2016 already are showing year-on-year gains, according to a company statement.
Rahaminov To Premier New Lifestyle Catalog and Video In Las Vegas
Los Angeles, CA—Rahaminov Diamonds will premier its new lifestyle catalog and video in Las Vegas at JCK Luxury, booth LUX – 921.
The purpose of the new catalog and one-minute lifestyle video is to promote the luxury fine jewelry supplier’s timeless white and fancy color diamond jewelry designs, while offering an intimate view of a day in the life of the Rahaminov woman. Luxury lifestyle photographer/videographer Jan Lim teamed up with Rahaminov Diamonds in February to shoot images of the elegant Ford model—the new face of the brand’s 2016 advertising campaign—featured in both the catalog and video presentation.
Set in suburban Los Angeles, the visuals reflect the sophistication of the current collections. The chic Rahaminov woman is pictured relaxing by the pool and later preparing to go out for the evening wearing her fashionable clothing and finest jewels. The Rahaminov lifestyle video and will appear on the brand’s social media platforms this month.
“The new lifestyle catalog and video were created to build excitement for and awareness of our evolving luxury jewelry brand,” said Amir Goldfiner, CEO and president of Rahaminov Diamonds. “Our fresh 2016 advertising and marketing campaign launching this month is designed to give our fine jewelers’ sales teams the best training and marketing tools available.” For more information, contact Melanie Goldfiner, (800) 742-8864 or email email@example.com.
Frederick Goldman Luxury Group Adds New Hires For Scott Kay And Karl Lagerfeld Brands
New York, NY—Frederick Goldman Luxury Group (FGLG), the new division of Frederick Goldman Inc., announces new hires for both the Scott Kay and KARL LAGERFELD bridal and engagement jewelry brands.
Mark Taylor is set to join KARL LAGERFELD as vice president of sales. With former tenure at Scott Kay, and other senior sales positions, Taylor has over 25 years of sales and management experience with consistent growth, strong leadership, and dynamic achievement. In his new role, Taylor will report directly to Jaime Polk, senior vice president of sales for FGLG.
“With his proven history of building brands and motivating field sales teams, we look forward to Mark leading the KARL LAGERFELD sales launch,” said Polk. “Mark has exceptional sales and management skills, along with a deep familiarity with high-end designer brands, which is an invaluable asset. Not only will he be a great addition to KARL LAGERFELD, but to the Frederick Goldman Luxury Group as well.”
In addition, Chelle McFerran will join Scott Kay as west region account executive. She recently represented several independent bridal and fine jewelry brands such as Martin Flyer, Sydney Evan, and Belle Étoile, among others, and previously she held senior sales positions with luxury brands Damiani, Zenith Watches/LVMH, and Baccarat. Responsible for all aspects of account management, McFerran has received much recognition for her sales proficiency and has worked hand in hand with top marketing executives to execute many successful special events. She also reports to Polk.
Frederick Goldman Luxury Group will officially launch KARL LAGERFELD bridal and fine jewelry during JCK/Luxury Show at Mandalay Bay in Ballroom Breakers BH, along with the unveiling of Scott Kay’s new Embrace collection.
Richline Group Acquires Nordt
New York, NY—Richline Group, Inc. announces the acquisition of Roanoke, VA-based John C. Nordt Inc., effective June 1.
Joe Esposito, Richline’s EVP of Manufacturing says, "Nordt is another important and strategic addition to our brands. The firm’s unique and successful business model is a tribute to the leadership of the Nordt family. The synergies between Nordt and our LeachGarner and Nobilis business units will accelerate our growth into the PGM industrial markets. Nordt has a great product line, talented people and long term relationships with its clients.”
Joe White, president of Richline’s LeachGarner division, added, “The combination of Nordt’s proprietary process technology and LeachGarner’s scale is unique in the precious metal industry. We look forward to integrating our businesses to deliver enhanced value to our existing customer base and leveraging our new synergies outside our traditional channels.”
Five generations of the Nordt family have led the firm over 140 years. Paul Nordt III, Rob Nordt, Sr. and Rob Nordt, Jr. will continue to lead the company along with a highly experienced professional management team.
“Richline’s strength will enhance the core capability brought to our customers including our unique and proprietary processes for precious metals. We have long been proud of the creation of products of extreme precision and adaptability for the jewelry industry,” said Paul Nordt. John C. Nordt is an ISO 9001:2008 certified company.
Gemfields Taps Sally Morrison To Head Americas
New York, NY—Sally Morrison has joined Gemfields as director of marketing and sales for the Americas. Gemfields is a leading supplier of responsibly sourced colored gemstones.
Morrison’s extensive experience in luxury fine jewelry marketing includes diamonds, gold, and responsible sourcing. She joins Gemfields from the Diamond Producers Association, and also held leadership roles at De Beers’ Diamond Information Center and its Forevermark brand, and the World Gold Council. She is a founding member of the Diamond Empowerment Fund board of directors. Prior to the jewelry industry, Morrison came from Miramax Films in Hollywood, CA.
Morrison’s role will be to help Gemfields expand its presence in the United States. The company also acquired luxury jeweler Fabergé in 2013.
Supermodel Karlie Kloss Becomes New Face Of Swarovski
Wattens, Austria—In its ongoing strategy to ramp up its presence in both the North American market and increase its fashion quotient, Swarovski has tapped American supermodel and former Victoria’s Secret Angel Karlie Kloss to be its new face. She replaces fellow former Angel Miranda Kerr.
Kloss’s two-year contract with Swarovski gives the company exclusivity in the jewelry and watch industries. The company recently announced its entry into synthetic diamonds.