Valery Budny: There is no strategy and legislation in Russia enabling the full cycle processing of precious raw materials within the country

Valery Budny, Head of the Jewelry Russia program and CEO of the JUNWEX media holding, told Rough&Polished about the results of the meeting and pressing issues in the precious metals and precious stones (PMPS) and the jewelry sectors.

11 april 2024

Paul Zimnisky: Natural diamonds face the risk of eroding their appeal if constantly discounted

New York-based independent diamond and jewellery analyst and consultant Paul Zimnisky told Rough & Polished’s Mathew Nyaungwa in an exclusive interview that the industry should do away with discounts. He said the industry should treat natural diamonds...

01 april 2024

Edahn Golan: Lab-grown diamond prices to continue declining

In an exclusive interview with Rough&Polished's Mathew Nyaungwa, Edahn Golan, proprietor of the eponymous Edahn Golan Diamond Research and Data, predicted that the prices of lab-grown diamonds would continue to decline, especially at the retail and...

25 march 2024

ADPA’s Ellah Muchemwa: G7 restrictions to bring extra costs from diamond mining to retail

The African Diamond Producers Association (ADPA), which has openly registered its disdain for the G7’s rough diamond trade restrictions, is of the opinion that the move will bring extra costs on all stages, from mining to retail. ADPA executive...

18 march 2024

Eduard Gorodetsky: Currently we see high demand for synthetic diamonds for use in technology segment rather than in jewelry

Director General of the Advanced Synthetic Research Center Eduard Gorodetsky told Rough&Polished about the current situation at the company, new exclusive technologies in the synthesis and production of lab-grown crystals, as well as the Research Center’s...

11 march 2024

585*GOLDEN included in the rating of the best brands of St. Petersburg

05 september 2023

The jewelry chain became the Brand of the Year-2023 in the annual rating compiled by the Business Petersburg edition.

The company 585*GOLDEN received a diploma in the nomination "For the skillful handling of customer loyalty with the help of various tools".

The annual rating of the Business Petersburg edition took into account the volume and quality of marketing communications, the quality of branding, brand awareness, quantitative indicators such as marketing costs, mentions in the media and on the Internet.

In 2023, the jewelry chain implemented a number of measures to increase customer loyalty – among them the transition to a new bonus-status loyalty program, which allows customers to manage the size of cashback and discounts themselves, and the connection of a CRM system to optimize customer data and launch marketing campaigns. The main strategy of the company remains the personalization of offers.

"Our strategy can be formulated as follows: one customer – one segment. That is, we break down our entire customer base, which is about 20 million people in Russia, according to individual interests, requests and other numerous factors, so that in the end the approach to each customer is as personalized as possible," said Andrey Shlyaev, Director of Marketing and Retail Sales Development of the jewelry chain 585*GOLDEN.

Brand media and SMM also remain important communication channels working for brand loyalty - in particular, the 585*GOLDENgroup showed active growth on Telegram, as of September 2023, 50.000 people were registered there. The main account of the brand in the Vkontakte network has 2.5 million users.

Alex Shishlo for Rough&Polished