Twenty-three new ways to wrap your customer in diamond jewelry

Have we at last found the next tennis bracelet? That icon of success start-ed as a fad, grew into a trend and finally reached “classic” status all because Chris Evert Lloyd dropped her diamond line bracelet on a tennis court. Since then, the quest for another product with that kind of staying power has been the industry’s search for the Holy Grail. Subsequent trends, such as hoop hangers and Y-necklaces, sold like gangbusters for short periods but lacked longevity. The hinged hoop earring has potential, even though at the moment it’s involved in patent and trademark controversies. But one year ago, De Beers launched its Diamond Solitaire Necklace campaign, hoping an updated, right-for-the-’90s version of a classic diamond pendant will give women a new reason to visit the nearest jeweler. Diamond Promotion Service research determined that to create the kind of demand ten
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