RAPAPORT... Champagne and diamonds say celebration better than anything else and, with that in mind, the world’s largest supplier of Champagne Diamonds, Rio Tinto, is once again promoting these sparklers as the ultimate chic. With fashion favoring all shades of brown, Champagne Diamonds are ready to make a bigger push into the consciousness — and jewelry wardrobes — of consumers on the hunt for something different. Offering a wide range of hues, these diamonds come in shades that are flattering to all skin tones and appeal to both men and women, making them a sales winner. According to Rio Tinto, around $5 billion in champagne diamond jewelry is sold annually.
With tones that range from a soft, bubbly brown to a deep rich shade of cognac, Champagne Diamonds are a way to add affordable colored diamonds to a jewelry collection. Champagne Diamonds mix especially well with white or yellow diamonds. And while they are often set in traditional yellow or white gold, pairing them with pink gold opens up new frontiers of design. As Champagne Diamonds gain more exposure in the press and more recognition from designers, retailers and consumers, Rio Tinto is releasing a new set of promotional materials to support sales of these gems.
“The new range of promotional materials is aimed at supporting the retailer, educating the consumer and opening up new distribution channels,” says Jean-Marc Lieberherr, head of Rio Tinto Diamonds NV, the Belgium-based company that sells the Champagne Diamonds from the Argyle mine located in the outback of Australia.
Aimed at consumers who like to express their individuality and who appreciate the finer things in life, the new promotional materials for champagne diamond jewelry showcase the full color palette of the stones and highlight the versatility and accessibility of Champagne Diamonds. The program includes materials geared to helping retailers attract new customers and develop customer loyalty based on the wearability and collectability of Champagne Diamonds, which offer consumers an affordable opportunity to break into the elite world of colored diamonds.
A consumer brochure entitled “Champagne Diamonds…Beautiful, Naturally” is filled with copy that explains the beauty and rarity of these gems to consumers. It also positions Champagne Diamonds as a “celebration of one’s individuality.” A diamond color chart, designed in a fan format, ex-plains the Champagne Diamond color grading system created by the Argyle mine especially for these diamonds.
The color chart walks consumers through the 4Cs and then takes them a step further, explaining hue, tone and saturation, why these three characteristics are so important to colored diamonds and how they affect rarity and price. It also walks consumers through the C1 to C7 color scale of Champagne Diamonds. Included in the color chart are “10 Facts About Champagne Diamonds,” which provide sound bites on how the diamonds get their color, where they are mined, notable and historic Champagne Diamonds and, of course, a bit about celebrities who wear these jewels. The color chart also gives tips on what to wear with Champagne Diamonds.
An image library on disk that shows Champagne Diamonds as they come out of the ground as rough and are transformed into polished diamonds and later into jewelry is available to be used for in-store promotions. The disk also shows the full range of Champagne Diamond colors in the C1 to C7 color range, as well as ten different fancy shapes.
Keeping Champagne Diamonds in front of the consumer to create awareness is an important part of the promotional campaign. Press materials will be available to the media, as well as press kits for retailers to use as part of their own publicity efforts.
Rounding out the program is a consumer website that provides potential customers with more information on the rarity of Champagne Diamonds. The site has a designer gallery that showcases jewelry highlighting Champagne Diamonds from various designers, a FAQ section and explanations of the color grading system. Another feature directs consumers to retailers. There is also a retailer-only section on the site that explains the promotional materials available.
Perhaps most importantly, a retail training program is offered. The training provides retailers with a one-hour seminar for sales associates that includes a management guide, a PowerPoint instructional program and worksheets. As retailers are well aware, aside from the desirability of the diamonds themselves, a knowledgeable staff is one of the strongest selling tools available.
While colored diamonds are rare — only one in every ten thousand diamonds discovered is colored — the steady supply of Champagne Diamonds is expected to remain reliable. The Argyle Mine currently produces approximately 20 million carats of diamonds a year. However, the mine is in the process of transitioning from an open pit mine to an underground mine, ensuring that it will be able to continue supplying Champagne Diamonds until at least 2018.
Article from the Rapaport Magazine - July 2008. To subscribe click here.