Which classic jewellery items will Desert Diamonds Icons focus on?

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Desert Diamonds Icons to Highlight Four Classic Jewellery Designs

The Desert Diamonds Icons initiative will concentrate on four classic jewellery designs: stud earrings, the eternity band, the tennis bracelet, and the halo pendant. These specific items represent a significant portion of the diamond jewellery market, accounting for 70% of all acquisitions. The campaign aims to revitalise consumer interest in these established styles.
Focus on High-Acquisition Jewellery Categories

The selection of stud earrings, eternity bands, tennis bracelets, and halo pendants is strategic, as these four categories together form the bedrock of diamond jewellery purchases. This focus aims to leverage existing consumer familiarity and preference for these designs. By presenting them with a fresh perspective, the campaign seeks to drive demand across the natural diamond sector.
Revitalising Iconic Designs for Consumers

Desert Diamonds Icons is designed to imbue these traditional jewellery pieces with a sense of novelty and individuality. The initiative aims to encourage consumers to view these classic items as contemporary choices, thereby stimulating purchases. This approach is part of a broader strategy to bolster the natural diamond industry.
Supporting Retailers with Marketing and Training

The launch of Desert Diamonds Icons in September will be accompanied by comprehensive support for retailers. This includes dedicated training programmes and marketing resources designed to help jewellers effectively promote these iconic pieces. The campaign is backed by the diamond industry's largest marketing budget in 15 years, underscoring its significance.

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Which classic jewellery items will Desert Diamonds Icons focus on?

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