Aber Diamond Corporation declared its intention to be listed on the New York Stock Exchange on November 19 under the name of Harry Winston Diamond Corporation. Its common stock will begin trading on the New York Stock Exchange under the new abbreviation “HWD”.
Harry Winston Diamond Corporation will also continue to trade on the Toronto Stock Exchange under the new ticker symbol “HW.”
According to Robert Gannicott, Chairman of Aber Diamond Corporation, “Re-branding the corporation and listing on the New York Stock Exchange are important steps in positioning our unique company.”
The company pointed to the necessity of changing its name a long time ago. Aber is a Canadian brand, unknown to U.S. consumers, which is not surprising since it is associated exclusively with diamond mining. At the same time, Harry Winston is an honoured U.S. trademark associated with jewelry trade and bought by Aber in 2006. The change of name of the whole corporation is aimed at assisting it in entrenching in the U.S. stock market. Formerly, its stock (abbreviated as “ABER.”) was quoted on NASDAQ only.
On November 12, Chopard, the French jewelry firm, opened its new overseas boutique in New York. This is the hundredth store of the company and for today its largest one. To accommodate the store, Chopard has chosen the most prestigious trading street in New York - Madison Avenue, the favorite place of jewelers trading in the city.
This year the company placed its stake on promoting its cooperation with the Cannes Film Festival (as is known, the company’s jewelers make the gold palm branches, and there is a special prize awarded to young filmmakers in the name of the company). To commemorate the tenth anniversary of this cooperation, the company presented the Red Carpet Collection, reproducing jewelry, in which cinema stars glittered walking on the “red carpet” of the festival. At Cannes-2007, the special party of Chopard was visited by model Eva Herzigova and British actress Elisabeth Hurly. According to mass media, Caroline Scheufele-Gruosi (Chopard Vice-President) and Elisabeth Hurly are on friendly terms (Caroline happened to be an honorable guest at Hurly’s wedding, which took place in India this February).
The opening of Chopard boutique in New York was conceived as an event with participation of Hurly and Herzigova also joined by actor Adrien Brody. However, the main guest of this event was, undoubtedly, yet another Elisabeth Hurly’s friend – Sir Elton John. He is also closely cooperating with Chopard: at this Cannes Festival, he gave his concert under the auspices of this company. Besides, the singer is assisting Chopard to create an image of a socially responsible company, since Chopard is taking an active part in charitable auctions to support the anti-AIDS foundation established by Elton John.
On November 14, Chanel opened its boutique in Paris. However, this is not a new store, but the well-known boutique in Place Vendome, which was completely re-constructed to meet its tenth anniversary. Besides, to commemorate the date the company displayed there a new collection of 18 diamond jewellery items, their number matching the street number of the boutique building. To remind of the anniversary, Chanel issued a limited edition diamond watch worth 550,000 euros.
The refurbished store doubled its trading area. According to U.S. Architect Peter Marino’s concept, the design of the store should reflect a fantasy of interior, which would be preferred to live in by legendary Coco Chanel today. The walls are draped in hand-made silk, the interior features marble fireplaces from the 19th century, a lacquered Chinese screen from the 17th and crystal chandeliers.
This year saw already some occasions of promoting jewelry by way of customized advertising materials. Several companies offered to their client stores ready-made printed and video products, which could be filled with additional information prepared by a store.
Similar stuff is also issued by professional jewelry communities for their members. For instance, the American Gem Society has prepared customized materials for pre-holyday advertising campaigns to be distributed among its members.
Print advertisements are available in 22 variations and can be customized electronically for product, pricing, and contact information. Chanukah-specific advertisements are also available.
Besides, two one-minute radio scripts and three television commercials, each lasting 30 seconds, are also available for use.
All the customized advertising materials emphasize the advantages of shopping with American Gem Society jewelers.
The Society has launched another promotion action as part of its monthly consumer education series. AGS Laboratories has released a podcast (a media broadcast made available on the Internet) entitled, “Taking the Fright out of Diamond Buying.” This is the seventh podcast aired by AGS. It is meant to make diamond buying more simple and comprehensible, as well as to refute the “prevalent misinformation available to consumers” about diamonds.
Offering detailed information on the four major diamond evaluation standards (the so-called “4C”), the role of cut and carat weight in setting a diamond’s price, grading reports and buying a diamond via the Internet, AGS aims to disclose some professional diamantaire subtleties to would-be diamond buyers.
Frank Dallahan, AGS President and CEO, says that each of the AGS Laboratories’ podcasts have shared actionable information with consumers that brings confidence and ultimately buying power.
Designer Roberto Coin’s major American clients, including Saks, Bailey Banks and Biddle, visited the Italian Show Vicenzaoro. In addition to viewing the designer’s latest handiworks, they intended to take part in the launch of the brand’s new advertising campaign featuring model Christy Turlington Burns. This show was of special importance for Coin. As the jeweler remarked, his present collection paid more attention to pink gold jewelry and it was for the first time that such jewelry was introduced to the U.S. market, where he would normally offer white gold and diamonds.
The October-November news features many female stars, who took part in jewelry promotion.
Besides above-mentioned Christy Turlington, one of them turned out to be Kylie Minogue, a popular singer and actress. She was announced to be the face of Spanish jewelry company Tous. The next year Kylie will be fourty. Recently, she endured a grueling illness (she was diagnosed with cancer) and now after a long period Kylie is resuming her concert tours and soundtrack recordings. For many years, Minogue has been in the public and press limelight. No wonder therefore, that the jewelry brand has made a contract with the singer up to 2010.
Curiously enough, Kylie Minogue recently issued a self-dedicated documentary entitled “White Diamond.” As she attended its premiere, Kylie was wearing Tous jewelry. The company will start to shoot advertising stuff for its 2008 campaign as early as November.
Jewelry Company Di Modolo announced that actress Catherine Zeta-Jones will be its new face and will represent all the brand facets, including the Tempia Timepiece Collection and Di Modolo Haute Couture. The actress will debut in her new quality in this November issues of such popular publications as In Style, Town and Country, Vogue and W. The press release says that, according to Catherine, she has chosen Di Modolo because its collections strike a perfect balance between “classic glamour and cutting edge beauty.”
It is of interest, that lately this was a rare occasion when an actress was chosen to promote watches. In recent months, manufacturers preferred to advertise men’s brands and selected for their promotion either representatives of romantic masculine professions (pilots or travelers) or persons associated with trustworthiness and a high society status (like Albert Gore or Bill Clinton). Even one of the women’s watch brands cooperating with Judith Polgar mainly stressed her chesswise brain.
May be, choosing a beautiful Hollywood actress as the brand’s ambassador is an exception to the general rule. However, it may agree with the trend noted by analysts: timepieces are ever less associated with their primary function of a mechanism to count off time. This job has successfully been taken over by mobile phones. In the meantime, watches are ever more recognized as jewelry pieces.
Italian luxury brand Breil Milano has chosen Charlize Theron, a South Africa native and Oscar winner, to be their face. The company said Charlize was not only naturally beautiful, but also fits the image of a “modern woman.”
The budget of international advertising campaign with Charlize’s participation amounts to $21.4 million. In Italy, the campaign was launched on October 7. Theron’s images will then appear in the Unites States, Germany, Spain, Portugal, France, the Netherlands and the United Kingdom. The company hopes that Charlize’s participation will facilitate the promotion of Breil Milano in the international market.
The multi-year contract presumes that the star will be the company’s face in all advertisements including spots on television and cinema, as well as print media and outdoor ads in those countries where the brand will be marketed.
Incidentally, nationaljewelernetwork.com reminds that the star has already taken part in advertising the Swiss watches Raymond Weil but this brand cancelled the contract accusing her of neglecting its terms when she photographed with watches of other competitors.
Judging by Internet-tabloids, the participation of stars in the presentation of Tiffany’s new 2008 Blue Book Collection at the American Museum of Natural History in New York produced desired impression. Black Oscar winner Jennifer Hudson, whom benevolently ironic tabloids call “Black Marilyn”, was said to have stolen the spotlight of this event. “Divas’ diva” Diana Ross was honored the title of a woman “oozing pure glamour” by the splashnewsonline.com Internet-blog. According to this website, Diana Ross was a special guest performer at the presentation.
Charles & Colvard, a company producing moissanite, is not living through its most fortunate period judging by its financial reports. The company has launched its women-oriented “Milestone Moments” promotion action to correct the situation.
The company in team with JCPenney invited women to share the milestone moments of their personal lives and professional records. Their stories will be published in the Oprah Magazine. The winner of this contest will receive a one-of-a-kind platinum pendant set with a 5 ct. brilliant-cut moissanite jewel accented with micro-set diamonds valued at $10,500. The Trade Company JCPenney Vice-President believes that moissanite is a necessary attribute in modern jewelry and an ideal gift for celebrating the key milestone achievements in a woman’s life.
