#JWLV - Rio Tinto's "Diamonds With A Story" Part 1 - the Glamour #LUXURY #JCK2013

One of the best bits of information, for me, to come out of LUXURY was the news that Rio Tinto would be retaining it's Diamond Companies, and has, in fact expanded on their "Diamonds With A Story" campaign.

According to it's description on JCK Marketplace: Rio Tinto is one of the world’s major diamond producers through our 100 per cent control of the Argyle mine in Australia, 60 per cent share of the Diavik mine in Canada, 78 per cent interest in the Murowa mine in Zimbabwe and 100% ownership of the Bunder Project in India.   All of our diamond operations are committed to making a positive contribution towards sustainable development, with our stewardship interest focused on the exploration, production and sales of rough diamonds.

A little recent history - Rio Tinto owns a majority stake in three major Diamond Mines - the most productive of which is the Argyle mine, famous for it's fancy brown, pink and red diamonds. Earlier this year, Rio Tinto announced that it would be selling off it's Diamond Division...then in a reversal they announced that it has decided to “retain its diamonds businesses after concluding a strategic review which considered a range of options, including potential divestment.”

In a quote from Anthony DeMarco's blog on Jewellery Net Asia:“The medium to long-term market fundamentals for diamonds remain robust, fuelled by growing demand for luxury goods in Asia and continuing strong demand in North America,” said Rio Tinto Diamonds & Minerals chief executive Alan Davies. “We have valuable, high-quality diamonds businesses that are well positioned to capitalise on the positive market outlook. After considering a number of alternative strategic ownership options it is clear the best path to generate maximum value for our shareholders is to retain these businesses.”

At the 2012 LUXURY show in Las Vegas, Rio Tinto introduced the "Diamonds With A Story" campaign in an effort to educate buyers, manufacturers, and consumers about the origins of Rio Tinto diamonds. Armed with information from a Shand Group research project, the company indicated that more than three quarters of consumers care about where their diamond is from and how it is mined.

“The four Cs are still important, however for today’s consumer we need to go further and explain the other layers which are the human, geological, and cultural histories wrapped up in every Rio Tinto diamond,” Jean-Marc Lieberherr, general manager for the sales and marketing of diamonds of Rio Tinto mines, said in a statement to JCK's Jennifer Heebner.

Carrying that product one step further - this year at LUXURY the mining giant introduced ...the rest of the story!

This year, in a statement to Centurion Editor Hedda Schupak, Bruno Sane, general manager of marketing for Rio Tinto Diamonds, said, "Diamonds With A Story is the umbrella signature of our global market development initiatives in both established and emerging markets. It is also recognizes that diamonds are not commodities, that every diamond has a story worth telling which consumers are keen to hear.”

Rebecca Foerster, US vice president at Rio Tinto Diamonds, talked about the new chapter of their campaign as "inspiration to the industry"...she explained that today's younger consumer isn't looking for the bling factor - they really want the "story" of their stone.

How does Rio Tinto seek to inspire? 

 ...four new, unique diamond stories—Shaped by Origin, Cutting Impact, Mixed Medium, and Color My World. 

Press and Designers gather in the Rio Tinto Booth at LUXURY - the four distinct new stories, visible above our heads

At their annual Press Event at LUXURY, they showed how these stories could inspire. Rio Tinto engaged 8 designers to address a specific story and those collections were for sale to Retailers attending the JCK and LUXURY events. 

According to Forester: . “The hope is that retailers will be interested in showcasing these collections in stores, since the designers brought the stories to life, and for others to be inspired to make their own beautiful jewelry based on these themes.”

The always charming and very competent hand orchestrating the many facets of this event was the Industry's favorite Spokeperson, Michael O'Connor. 

Using diamonds sourced from Rio Tinto’s Argyle mine in Australia and Diavik mine in Canada these designer pieces were chosen because of their unique representation of the company's initiative.

Shaped By Origin concentrates on the origins of Rio Tinto's stones and the company's projects in the regions it mines - represented by designer Zoltan David's Dreamcatcher Collection, from the Aboriginal, Dreamtime. This very elegant tribal look of a blackened Stainless Steel open structure set with Argyle Diamonds on a rose gold backing the color of Australia's red earth, spoke to the Maori people, indigenous to Australia's Outback and the location of the Argyle Mine. 

Zoltan David was joined in this category by the effervescent Shelly Purdy, the designer is as sparkling as her Royal Collection utilizing Canadian Diamonds from Rio Tinto's Diavik mine...

...and Belgian company, Casa Gi, was represented in Las Vegas by Dennis Leemans.  This rugged, masculine collection will have every man wearing diamonds! 

Mixed Media this category really proved that these were NOT your Grandmother's Diamonds, presenting Diamonds in some of the many diverse media that Designers are creating in today!  Beautifully represented by Kara Ross of Kara Ross New York, LLC, her work with Diamonds in Concrete (the obviously diverse dichotomy of the materials represented the streets of New York) and in Wood was a collection of bold and forward thinking pieces.

Cutting Impact  plays up sustainability and ethical issues - emphasizing company projects in the regions it mines...this category was represented by Alexandra Hart's Pure Flight Collection...the designer's own blog features a 5 part write up of her journey with this collection.

....and Phyllis Bergman of Mercury Ring - as the co-founder of the Diamond Empowerment Fund, being chosen in this category is, I would imagine, dear to her heart.

Color My World is the heart and soul of the Argyle Diamonds - natural colored diamonds from this location range from champagne to cognac and pale pinks to reds...Rio Tinto mines have also produced Silvermist.   Representing color was Kristin Hanson whose Skyline Collection paid homage to the skyline of her home in New York.

 

Also in this category is the aptly named "Color Me Vivid"  Collection from Joan Park with its colorful and distinctly Bollywood feel - this was a very consumer friendly collection.

Rio Tinto hopes that retailers will not only purchase these lines for their stores but that these collections will inspire them to create their own "Stories".

Part Two of this story will cover the Mines - the presentation at LUXURY gave a rare glimpse into the actual mining process.

#JWLV - JCK ROCKED the Seminars - Branding with Andrea Hansen #JCK2013

Brand Strategy Versus Brand Intelligence

Seminar given by Andrea Hansen-JCK 2013

Andrea Hansen of Luxintelligence

Often we hear to succeed we need to work hard but working hard is not enough. As Oprah Winfrey once said “ Don’t worry about being successful but work toward being significant and the success will naturally follow”.

Talent, hard work is not enough. You need to do research and analysis, understand the business model of the people you work with.

You need to be a storyteller, be passionate, you need a strategy, discipline, preparation is key. Brand building is discipline.

What do those who succeed have in common? Focus.

Your brand needs to have an intelligent, thoughtful and defined point of view (POV). A good example of that is Carole Brodie who was the first to offer her line of dazzling colorful and detailed jewelry and products on HSN and who now has annual revenues in the 30 Million dollars.

Only the strongest survive. So look at the market and ask yourself: Does your brand deserve a corner of the sandbox? Ask yourself these questions:

1- Are you a brand or a manufacturer?
2- Are your original?
3- Who is your hero brand and how did they do it?
4- Who are your competitors; creatively, in the market?
5- Why would anyone buy your product?
6- Why would a retailer carry your line?

SWOT: Are you ready to sell?
Sales calls, trade shows, market visit, they are all job interviews for your brand. Make an in-depth analysis of your internal and external factors that determine potential and ultimately, your success in the marketplace. Internal perspective include a list of your strengths on the positive side and weaknesses on the negative side. External would be opportunities and threats.

Now to get started you need to do the following:

1-Understand your industry
2- Join a trade organization to stay current on the industry. 

Be informed. For example the luxury market of 2013 shows a willingness to buy again but with these criteria: customers are looking for excellent value, subtle understated luxury, top quality within the category of goods, uniqueness, design & functional excellence, and personal meaning (like monogram jewels which are hot these days).

3-Enter design competitions
4-Join mentoring programs
5-Volunteer
6-Network but define what value you can offer to others
7-Understand your market: what can you offer that is new? What does the market needs? Find the void.
8-Dream big: are you the next big thing?
9-Stay open, ask questions
10- Adapt, change, grow
11-Be your “Sunday Best”, all the time!

Your success Ladder should look like this:
1- Brand Point of view. Make sure to have one.
2- Quality & pricing. 
3- Competition. Understand it.
4- Communications. This is your voice
5- Distribution platforms and strategy. Think beyond the usual.

Ask yourself: Are you needed?
1- Develop your point of view. Your POV should be 30s long. Call it the elevator pitch.
2- What is your voice?
3- What makes your truly unique?
4- Is there a need for you?
5- What is the demand for your product?
6- Who is the consumer who will buy your line?
7- Who is the retailer that sells to that consumer? And why does he need you?

Consider market demand versus innovation. “ If I had asked the public what they wanted, they would have said “faster horses”-Henry Ford on creating the T-Model car.

Don’t confuse supply and demand: because you can make it does not mean it is needed.

Brand equity leads to brand desire leads to desirable business. Brand equity is: brand attributes, brand awareness, public perception and brand loyalty.

Create a desirable brand by building value around your core and set the tone for future negotiations. You need to have these:
1-Selling techniques
2-Stellar training
3- Sales support
4- Press relevance
5-Social media strength: facebook, twitter, youtube etc.
6-Collaterals-These need to be top quality
7-Unique event model
8-Brand ambassador
9-Cause of social responsibility
10-Ethical sourcing

Brand Value Chain:
1-Marketing programs (advertising, email, packaging, incentives)
2-Brand image ( awareness, attributes, differentials, strengths)
3-Brand equity (attitudes, associations, personality, preference, 
4- Revenue (translate equity into profit, distribution, advantage, pricing power, expense reduction.

Marketing programs represent effectiveness to create brand image which represents relevance to brand equity and correlation exists between brand equity and revenue.

Brand Touchpoint wheel: Imagine a wheel split into three categories. 
Pre-purchase: includes advertising, website, collateral, quality
Purchase: value, POP displays, assortment, in store experience
Post-purchase: loyalty programs, customer service 

Create a Branding Check List
1-Do a comprehensive trademark search
2- Develop a powerful brand identifier – use it consistently
3- Create a strong Brand Identity and a Brand Statement
4- Make sure your team understands your Vision and Mission
5- Foster brand loyalty at every opportunity
6-Know your client
7- Hold off spending except...on a good website and SEO
8-Your business card is no longer a piece of paper – It’s your digital presence

Authentic Versus Original - Authentic brands are passionate about their core, transparent, 
energized. Brand authenticity is itself an outcome—the result of continuous, clear, and consistent efforts to deliver truth in every touch point. It is worthy of belief and trust. Examples of authentic brands include Nike, Starbucks, Apple, Virgin, Target, Tiffany, Chanel, BMW… And once you have brand awareness, a name recognition and a loyal following you can have fun with your partnerships in advertisements.

Branding Intelligence Mantras

1-Protect the halo of your brand: Define strength, define positioning create a visual code that best expresses brand voice, be focused, single minded, determined and patient.

2-Every decision is a branding moment

3-Think of your sustainability and long term vision: What is your signature element? How will your collection evolve? How will you manage changes in fashion, trend and behavior? How will you manage growth and support your business partners?

4-You must tell your story ALL the time! If you tell it enough, someone will listen

5-Seek best in class even outside your industry. For example, Chipotle is a brand worth studying.

6-Keep checking: Who is your customer? Does your customer need, understand or buy your product? Is your pricing strategy right for your customer? Is your message adequate for your customer? Are you using communication strategies that reach your customer? Are you 
selling where your customer shops?

7- Remember marketing is about telling your story and social media marketing is about getting your customers to tell it for you. Think Twitter, Facebook, Pinterest….


Brand Voice Versus Designer Voice

1-Good content travels far
2-Get media trained 
3-Know how to sell
4-Develop a personal style
5-Ask for what you need
6-Have a thick skin
7-Be able to reinvent yourself 

And finally there is your small circle which is your comfort zone, STEP OUT OF IT!, this is where the magic happens.

Guest Post
by Natalie Leseine, Atelier Leseine

I am excited to be able to offer these Seminar write ups - I am rarely able to cover the massive seminar schedule and still do the shows justice. So this years a couple of friends offered to attend a seminar and report on it.  


Natalie Leseine is the owner and award winning design talent behind Atelier Leseine.  Born in Paris, now residing near San Francisco, Nathalie Leseine's first love affair with jewels started in Paris when she would walk along the Place Vendôme in Paris, her creativity took flight spying enticing jewels in Cartier's windows — and at Boucheron, Van Cleef & Arpels and Chaumet.   Her first step in design her Pearle Captive Collection was an award winning hit!

"A fusion of cultures, of forward designs with classic sensibilities is the vision behind the jewelry by Atelier Leseine". Nathalie Leseine

#JWLV - PLATINUM INNOVATION AWARD WINNERS ANNOUNCED #JCK2013

JCK 2013 PLATINUM INNOVATION AWARD 

                   WINNERS ANNOUNCED

Who:        Platinum Guild International USA

What:       PGI-USA announces the winners of the 4th annual JCK 2013 Platinum Innovation Awards. Winners were chosen in 7 different design categories.  An “Editor’s Choice” and “Buyer’s Choice” were chosen in each design category, as well as  “Best in Show” Award which was selected as a culmination of all votes.

Platinum Engagement Ring

Editor’s Choice: Gabriel & Co. platinum Victorian Halo Engagement Ring $2055

Buyer’s Choice: Designs by Vatche platinum and diamond engagement ring $3200

Entry Platinum Engagement Ring (semi-mounts under $2500 retail)

Editor’s Choice: Mercury Ring “Halo Twist” platinum -diamond engagement ring $2500

Buyer’s Choice: Sylvie Collection platinum -diamond floral halo engagement ring $2170

Platinum Wedding Band

Editor’s Choice: Parade Designs platinum milligrain-etched art deco inspired wedding band with marquise-shaped diamonds $$5225

Buyer’s Choice: Dora International Spartan Collection platinum men’s band with laser-edge designs $3289

Platinum Men’s Jewelry

Editor’s Choice:Tacori platinum men’s band with milligrain details $2540

Buyer’s Choice: Novell platinum cufflinks $3144

Entry Platinum Fashion Jewelry (under $3500 retail)

Editor’s Choice:Erik Stewart platinum and colored diamond Hollein earrings $3500

Buyer’s Choice: Harout R. platinum and diamond “cupcake” earrings $1859

Platinum Red Carpet Jewelry

Editor’s Choice: Uni-Design Jewellry “Dew Drops” platinum and diamond ring

Buyer’s Choice: Lazare Kaplan “110^th Anniversary” platinum and diamond necklace $883,120

Platinum and Colored Gemstone Jewelry

Editor’s Choice: Simon G platinum earring with round white diamonds and emerald cut green tourmaline

Buyer’s Choice: Oscar Heyman platinum, colored diamond and unheated colored sapphire necklace $300,000

Best in Show - Went To Sylvie Collection

  

Where:      Winners were awarded at their booths by the PGI-USA “Prize Patrol” team which was broadcasted by JCK TV.  

JCK's Las Vegas Opening Buzzed With Excitement

ON THE HEELS OF LUXURY'S ATTENDANCE BOOM, JCK LAS VEGAS OPENS

Day 1 Saw Strong Numbers and Buzzed with Excitement for the Days to Come

JCK Las Vegas, North America’s leading jewelry trade show, opened its doors today to begin its 22nd year in business. The 2013 show consists of over 2,500 manufacturers and designers representing 32 countries, including 300 new exhibitors, and covers every corner of the jewelry industry, from the most sought after brands to fashion and up-and-coming talent. JCK Las Vegas takes place at the Mandalay Bay Resort & Casino and runs through Monday June 3.

JCK Las Vegas features the most exhibitors of any Jewelry Week show spread over a broad range of categories from bridal and emerging artisan-quality designers to high-end fine jewelry and luxury timepieces. Loose stones, materials, packaging supplies, and merchandising displays are also available. With such breadth of product presented, the show is able to provide one-stop shopping for vendors and retailers alike. The show is divided into specific sections, making the expansive offerings easy to find and shop. The Design Center features trend-setting, innovative and up-and-coming designers such as Jason Dow, Susan Wheeler and Karin Jameison, while the classic fine jewelry staples of LUXURY include presentations from A. Link, Simon G., Tacori and Mastoloni, to name a few. Between Watches at JCK, featuring brands such as Brera and Ritmo Mundo, and Swiss Watch, home to more than 30 luxury watch brands, including Tag Heuer, Gucci and Breitling, there is indeed something for everyone.

Beyond the sheer number of amazing brands to see over the show’s four days, JCK is intent on providing an atmosphere that is prime for networking, learning and enjoyment. With ample social lounges and daily happy hour gatherings, the opportunity to mix, mingle, and do business won’t be hard to come by. The roster of daily educational seminars (topics include sales training, merchandising, inventory management, and social media) are carefully orchestrated and timely, ensuring value and relevance to those in the industry. JCK has also planned its annual ‘JCK Rocks the Beach’ party for Sunday night; the eve of the show’s closing. The talented and wildly popular Maroon 5 is on tap to perform and will undoubtedly bring the crowd to its feet in celebration of yet another banner year.

With so much to take advantage of and still more to come, retailers and members of the press were out in full force, each commenting on what the show had to offer and the highlights so far:

Severine Ferrari of Engagement 101 commented, “I was very impressed with the bridal designs; there was a lot of variety and alternatives to the halo, from modern designs to vintage. I saw a lot of color innovation, specifically with metals: two-tone metals and seamlessly fused metals together. Another thing I noticed is that designers seem to really be paying attention to the consumer and delivering on requests for unique, different, and custom creations.”

Mari Lou MC Cann of Mari Lou’s Fine Jeweler in Orlando, FL remarked on the ease and organization of the show, “We’ve been to the show many times and I can honestly say we are having the best show ever. Everything from start to finish has gone extremely well. We breezed through registration even though it was very busy, the layout of the show, with all of the different areas separated very clearly, is easy to navigate, and we’ve really enjoyed the comforts of the VIP lounge.”

From the exhibitor side, Anna Ruth Henriques of Anna Ruth Henriques Jewelry was “very happy” with Day 1’s attendance, sharing “We met with all new doors today and everyone was interested in something different. It was a very diverse, yet quality group. We are looking forward to meeting even more new customers over the next few days.”

In addition to the great energy on JCK’s main floor, the AGTA GemFair™ section of the show is open and buzzing as well. JCK runs through Monday, June 3.

ABOUT JCK:
JCK is a trusted partner connecting jewelry retailers and manufacturers/suppliers with trends, news, products, education, and partners to build business. Whether attending face-to-face events, building inventory with online and onsite sourcing or obtaining authoritative news and insights from JCK, the leading industry magazine in print & online, JCK offers a suite of tools, events, and information to deliver sound solutions, innovative opportunities, and essential information. Mark your calendars as JCK Events presents its portfolio of upcoming buying opportunities:

--LUXURY and Elite Enclave: May 28 - 30, 2013, by invitation only, and then continues as the events open their doors to all JCK retailers May 31 - June 3, 2013 - Four Seasons, THEhotel, Mandalay Bay
--Swiss Watch: May 31 - June 3, 2013 - THEhotel, Mandalay Bay, Four Seasons, Mandarin Oriental
--JCK Las Vegas: May 31 - June 3, 2013 - Mandalay Bay Resort & Casino
--LUXURY Privé New York: July 29 - 31, 2013 - New York, The Pierre Hotel, Fifth Avenue
--LUXURY Privé Panama: August 26 - 28, 2013 - Panama City, Panama, Westin Playa Bonita
--JCK Tucson: February 3 - 8, 2014 - Tucson, JW Marriot Starr Pass Resort

#JWLV - Color, Color Everywhere at LUXURY! #JCK2013

Vivid brilliant COLOR!   ...from the most translucent Mother of Pearl I have ever seen (I really thought it was Moonstone) from Cassis - to a rainbow of color at MIIORI - Garnet & Tourmaline in every hue at Coast and Slices in Sapphire & Tourmaline at Supreme

Of course there are scintillating diamonds twinkling from every booth but the really exciting thing to me is the dazzling array of COLOR. Yes you will see the big three Sapphire, Ruby and Emerald in facet, cab and slices - but you can also discover Spinel, Garnet in shades of Tangerine (Spessartite) & Grape (Rhodolite) and  Tourmaline in gemmy shades of Greens, Pinks, Reds and Watermelon!!!!

Cassis at LUXURY Booth LUXEE 6

 MIIORI at LUXURY Booth LUXEE 1

Coast Diamonds knows more than Diamonds!  at LUXURY Booth LUX 227

Supreme Jewelry at LUXURY Booth LUX 611