The Royal Asscher Diamond Company has designed 75 pavé diamond pendants in honor of Bride’s magazine’s 75th anniversary. The necklaces, worth US$2,850 each, were designed by Lita Asscher, a sixth-generation Royal Asscher diamantaire.
“Brides magazine approached us with the opportunity to feature in this special collectors edition of their magazine. This is the largest consumer promotion that Royal Asscher has ever participated in-the prize value exceeds US$210,000. Our participation in this promotion has generated significant attention in print, online, and in the blogosphere. In these times, offering consumers interesting, special merchandise is the order of the day, but the offering has to be supported by clever promotion to draw people into the store. Smart retailers are seeking ways to increase foot traffic through joint PR initiatives with their brands of choice, and staff training to turn that traffic into revenue,” Asscher told JCKOnline.
“The question posed to us by potential new customers is: What do you do to help us sell your product? People talk about this being a ‘memo market’ but that doesn’t attract attention to the jeweler and close sales. Perhaps the most important thing for all players in the jewelry industry to bear in mind, and tap into, is the main reason that people buy diamonds in the first place: Love and timeless beauty. Brides magazine, in their diamond anniversary issue, celebrated both in a spectacular fashion,” says Asscher.