M. Geller, the Chicago-based wholesaler of loose diamonds, is diving into the lab-grown diamond business with the debut of a finished diamond jewelry collection.
The New Dawn Lab Grown Diamond Bridal Collection from M. Geller utilizes lab-certified, human-grown diamonds and recycled gold settings. Retail price points for the styles start at $1,999.
The collection of classic engagement rings includes traditional solitaires, a three-stone style, and a few halo designs—in both yellow and white gold.
The branded collection comes with full point-of-sale marketing support that includes displays, packaging, countertop brochures, posters, sales associate training, web-page plugins, digital marketing co-op, and pay-per-click campaigns to drive traffic to retailer websites and stores.
The collection is available now and can be delivered to retailers in advance of the holiday season.
Company owner and president Marc Geller, who launched the brand in 1984, said in a statement that his formula for success has always been adopting a “never-say-no” philosophy in serving his customers.
Clearly, he’s walking that walk with this debut.
(Images, including top: Rings from M. Geller’s just-released New Dawn collection, courtesy of M. Geller)