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Brand News: Frederic Sage Debuts New Marketing; GN Diamond To Launch VR Program; More January 18, 2017 (0 comments)
Frederic Sage Launches New Marketing Campaign at Centurion; Offering Free Echo Dot
Great Neck, NY—Frederic Sage is debuting its newest marketing campaign (left), which includes a TV commercial, behind-the-scenes footage, and new photography for both their bridal and fine jewelry lines. Click here to watch the video.
Separately, Frederic Sage is giving a free Amazon Echo Dot with all purchases at the upcoming Centurion Show. The Echo Dot is a hands-free, voice-controlled device that uses the same far-field voice recognition as Amazon Echo. Dot has a small built-in speaker—it can also connect to your speakers over Bluetooth or with the included audio cable. Dot connects to the Alexa voice service to play music and provide information, news, sports scores, weather, and more.
For more information, contact marketing@fredericsage.com or call 800.651.1810. To make a Centurion (salon 503) appointment, email shows@fredericsage.com or call 800.651.1810.
GN Diamond To Launch Virtual Reality Program; Identifies Pain Points In Sale Process
Philadelphia, PA—GN Diamond is gearing up to launch a virtual reality app by the end of February. Asaf Herskovitz, GN president, says the app will help retailers create a “cool factor” of greater value for the in-store experience. Customers can access GN’s virtual reality story both with or without a VR headset; moving the smartphone or tablet with the app open will provide a full 360º view.
Using the app, customers can “go inside the diamond mine to see where your conflict free diamonds come from, experience the art form of cutting a diamond as if you were placed on the diamond wheel yourself, see how diamonds are cherry picked and hand selected for you, the most ethical jeweler in America,” says Herskovitz.
GN Diamonds' new virtual reality program will take viewers into a diamond mine.
“We believe in helping retailers create a unique, store experience for their diamond customers," he continued. "Retailers will now be able to create a 'cool factor' for their customers. We have invested in Virtual Reality to help jewelers explain to their customers the rarity of our million-year-old product and create even greater value of the brick and mortar, in-store experience.
“Also see how science objectively validates, through Sarine technology, that the diamonds that sent to your store from GN are brighter than most in the marketplace,” he adds. Sarine is an objective third-party developer of technology for the diamond industry, and its devices objectively measures light performance and fire in diamonds. Herskovitz says it’s a great tool to help retailers maximize diamond sales, as the Sarine device objectively proves the average stone sold in the United States is significantly less brilliant than GN’s Bright Crystal Diamond brand. A full display of the Sarine certification, light performance, 3D loupe, birthmarks, cut and craftsmanship, and ID inscription is easily viewed on a smartphone, laptop, or iPad.
Sarine technology will explain the light performance of GN diamonds.
The program will include easy step-by-step directions to download the GN app on iPhone, iPad, and other smartphones; download a free QR code app (below top) on a smartphone to see the science of Sarine technology and how light travels through a diamond; and how to utilize the virtual reality headset to create a unique 3D experience and 360-degree view.
GN's Virtual Reality program can be accessed using a VR headset, above, or simply on any computer or mobile device.
Separately, after extensive research and focus groups comprised of more than 3,500 retail and end-user customers, GN Diamond has gained a strong understanding of the “pain points” of both retail jewelers and consumers. For jewelers, the key pain points are: profit erosion, sales lost to the Internet, and a need to distinguish themselves against Amazon.com and big-box competitors. Pain points for end consumers include hating to use a jeweler’s loupe, concern about overpaying for their diamonds, and a lack of product knowledge such as understanding the difference between two one-carat V-SI1 stones.
GN’s Virtual Reality, Sarine, and other programs are designed to eliminate those pain points. The company also does not partner with Internet portals, remaining loyal to its retailers, says Herskovitz.
Josette Patterson Interviews Kara Ross, Diamonds Unleashed
Corona Del Mar, CA—Josette Patterson’s latest blog post looks at Diamonds Unleashed, the diamond-driven charitable initiative launched by Kara Ross last year. Diamonds Unleashed is a “profits with a purpose” brand founded to support women’s empowerment, Ross told Patterson.
“I believe that women are like diamonds; beautiful, strong, multifaceted and brilliant. Through DIAMONDS UNLEASHED, I hope to provoke meaningful action for the causes of women, disrupt the status quo and explore ways to design the future of women’s rights. I have focused our efforts on the arc from education through employment – I chose education as our main focus because it was very natural to me—it traces back to how I grew up and it is so incredibly powerful. A girl can grow up impoverished, but if she gets an education she can change not only her life, but the lives of her family and even community. 100% of the net profits are donated to organizations that provide educational opportunities for girls or support employment opportunities for impoverished women around the world.”
Ross also details to Patterson the arc of her own career and the epiphany that led her to close her wholesale company and focus on giving back through jewelry with the Diamonds Unleashed model. All net profits go back to charitable partners and micro-finance opportunities for women’s education and employment.
Read Patterson’s full blog post here.
Tiffany Taps Reed Krakoff, Former Coach Head, As Design Director
New York, NY—Tiffany & Co. is shaking up the ranks again following disappointing results for 2016. The jeweler on Tuesday announced the appointment of Reed Krakoff as its new chief artistic director, barely four years after betting on Francesca Amfitheatrof to bring a younger audience to the jeweler’s iconic designs. Amfitheatrof, whose signature design is the brand’s T collection, joined Tiffany in 2013 and was active as its brand ambassador as well as its creative director. She will be leaving to pursue other interests, said a news release Tuesday.
Krakoff was the longtime head of iconic American leathergoods brand Coach before leaving to launch his own label in 2014, which he closed a year later. Tiffany tapped him to collaborate on a line of home furnishings and accessories last summer, according to an article in Women’s Wear Daily. The article also speculates the jeweler may have been already eyeing him as a replacement to Amfitheatrof, whose collections apparently were not performing strongly at retail.
Krakoff takes over Feb. 1 and will oversee the jewelry and luxury accessories categories. He describes his vision as a mashup between Tiffany’s classic design and his own modernist taste.
Pease & Curren Names Scott Girouard North American Sales Manager
Warwick, RI—Pease & Curren Refiners announces the promotion of Scott Girouard has been promoted to sales manager.
Girouard has served as Pease & Curren Refiners’ regional refining consultant for the Southeast for more than two years. His metal product knowledge includes everything from carbon steel to precious metals, and he regularly performs precious metals facility audits. He is familiar with OSHA guidelines and has overseen inspections recommending corrective measures.
“Scott takes pride in being of value to our clients, not just selling them,” says Kip Curren, owner and CEO. “This has helped him to become very successful in his position with us and we look forward to the future.”
Pease & Curren employees participate in a rigorous training on all company services which includes true fire assay—the most accurate technique for gold assay—and its Premium Stone Removal processes.