On May 28, jewelry house Kristall Mechty unveiled the “Daughters-Mothers” collection designed by Natasha Koroleva. The release of this collection in May-June turned into a prominent news making event highlighted by some mass media. In the reporting month, this collection and its presentation in the boutique of the jewelry house was also mentioned by the press.
The Moskovski Komsomolets daily, being a traditional advertising partner of Kristall Mechty, reports that the company’s Moscow boutique is selling jewelry with Yakut diamonds unique in their quality and weight. Due to a partnership agreement with a large diamond-mining holding Kristall Mechty offers prices below the market level by one third. In addition to 57-facet stones, the collection contains gems with 105 facets. “They are round and have particular luster and may become a hit of the Moscow jewelry season,” Yulia Puzyreva, Vice-President of Kristall Mechty, explained.
Having entered into the agreement with the large diamond-mining holding, Kristall Mechty was the first company in Russia, which locked the jewelry production chain, the daily says. The direct agreements for the supply of top-clarity diamonds from the Yakutia diamond fields, self-maintained cutting of gems, which later go to company-owned factories “Yakutskiye Brillianty” and “Sozvezdiye Roskoshi,” as well as the well-developed network of jewelry boutiques make Kristall Mechty’s business independent of intermediaries. This is an important provision in the business plan of the jewelry house management, since the aim of Kristall Mechty is to relieve the Russian consumer of extra charges essential in work with intermediaries.
The program of expanding Kristall Mechty’s retail network is very ample. In the nearest time, Kristall Mechty in team with its partners will open boutiques in London, Tokyo and New York. All its international stores will be specialized in selling Yakut large-size polished diamonds above one carat. Kristall Mechty’s jewelry boutiques will also be set up in the CIS countries and the first of them will be launched in the nearest time in Kiev.
