Diamonds ’97

Because diamonds and diamond jewelry account for nearly 40% of jewelry store sales, understanding the market can be critical to your success. In this four-part report, JCK examines increasing competition for better-quality diamonds, the advantages of stressing cut in selling diamonds, the success of De Beers’ new diamond solitaire necklace program – complete with a pictorial of new styles – and the growth of cubic zirconia as a legitimate jewelry store category. ASIA’S QUALITY QUEST MAY FORCE PRICES UPWARD Asians want better-quality diamonds. Americans want better-quality diamonds. But De Beers says there are only so many to go around. What will give? Prices, of course More than a decade ago, De Beers marked Asian consumers as a huge group of untapped diamond customers. Building on its success in Japan, De Beers slowly launched ad campaigns to focus Asians’ predilection f
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