Jewelry.com celebrated the launch of its new diamond collection, duo, dedicated to the perfect number for love, at The New York Public Library Feb. 5. More than 150 jewelry industry VIPs—including many of the nation’s largest retail jewelers and trade and consumer editors—attended the event in the library’s Astor Hall.
World renowned chef famed Daniel Boulud, provided a menu of “duo” appetizers and entrees for the seated dinner.
Jewelry.com chief executive officer Ofer Azrielant amused guests with his explanation of the origins of the duo concept.
“In Genesis Chapter 2, Verse 18, God says it is not good for a man to be alone,” he said. “It seems that very early in the creation process, God realized the devastating effect this may have on the jewelry and diamond industry. Henceforth God promptly proceeded to create Eve from Adam’s rib, thus introducing the first duo.”
He added, “In all these hundred years, two diamonds were overlooked, until tonight. At the end of the day, one is lonely, three’s a crowd, but two is the true essence of romance.”
Duo is an extensive branded line of two-stone diamond jewelry, including rings, pendants, earrings, and bracelets. Each piece in the 14K white and yellow gold collection is designed to highlight the relationship of the two matched diamonds that rest above and next to each other in clean, contemporary looks. Retail prices range from $99 to $999.
The collection is being sold at Macy’s, JCPenney, Zales, and Friedman’s, among other jewelers and department stores.
Jewelry.com is promoting duo with a marketing program that includes print and online advertising, and a dedicated micro-site.