Fischler Diamonds Helps Retailers Move
Beyond 4 C's Commoditization
April 12, 2016, New York, NY, USA: Fischler Diamonds announced today a new program under which every diamond sold of .70 carat and above, will include a pre-paid registration gift card in the online Museum of Named Diamonds. The cards, valued at $100 each, provide a tool to help retail jewelers move the point-of-sale conversation beyond the 4 c's and price comparisons, when talking to consumers.
The Museum of Named Diamonds, an industry non-profit launched in 2015, collects and preserves the stories of diamonds, both famous and personal. Consumers are invited to register their own diamonds with the Museum, name them, and include the special memories of the love which the diamond represents. Personalized diamonds in the Museum are easily shareable on social media, and provide a young couple with a new and fun experience: seeing their own diamond and its story up there with famous diamonds such as the Hope, the Kohinoor, and the Cullinan.
"We can't put the genie back in the bottle when it comes to competitive pricing and the growing trend towards diamond commoditization," said Serge Fischler, President, Fischler Diamonds USA. What we can do is remind the consumer-and ourselves for that matter-what makes a diamond special. It's not the difference between a VS1 and a VS2. It's about the emotions that the diamond represents. It's about the story of that love, and the story of that diamond. Isn't that important for us to be talking about with the consumer? Isn't that far more interesting to the consumer than crown angles?"
"Grading reports will always be part of the market," said Bill Boyajian, Chairman of the Board of Governors of the Museum, and former president of the GIA. "But we, as an industry, need to focus as much on the meaning behind the diamond, as the numbers behind the diamond. This is what Fischler is doing."
The Fischler program, which launched today, provides retailers with a tool they can use to expand the conversation beyond the 4 c's and price. "While it won't be appropriate for every sale," explained Fischler, "jewelers can use these Museum registration gift cards to really connect with millennials in particular. That demographic loves personalization, experiences, and telling stories. When an engagement ring diamond is registered with the Museum, it delivers on precisely what that age-group is looking for. A young woman may not remember whether her diamond's cut grade is Very Good or Excellent. But when she sees her diamond, and its story, take its place among the named diamonds of the world, that's something she can really enjoy and share with her friends."
"We introduced the program at the recent IJO Show in Orlando," said Fischler. "And the response exceeded our expectations. Retailers were excited about this new value-added. Of course everyone knows a diamond is forever. Now, with pre-paid Museum registration cards, the story of that diamond, and the love it symbolizes, can be forever as well. That's a powerful concept that can resonate with the consumer."
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Retailers wanting more information about the Fischler program can call 212-921-8196 or email serge@fischlerdiamonds.com
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Background of Fischler Diamonds
Fischler Diamonds was founded in 1953 by Bram Fischler and cousins, Aby and Cappi Fischler, in Antwerp, Belgium. The Company quickly grew into a leading international diamond manufacturing firm. In 1980 a United States office was established in New York City and, in June 2011, Fischler Diamonds Asia opened in Hong Kong. After more than fifty years and three generations, Fischler Diamonds is recognized as one of the most trusted manufacturers and diamond sources in the industry.
Involvement in the diamond industry had been turned into a tradition for the family. Mr. Bram
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Serge Fischler
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Fischler was the President of the Antwerp Diamond Bourse, Honorary Life President of the World Federation of Diamond Bourses (WFDB), and President of the HRD (Hoge Raad voor Diamant). Mr. Maurice Fischler (Bram's eldest son) was elected President of the Antwerp Diamond Bourse in 2011. Mr. Stephane Fischler has served as President of the Antwerp World Diamond Council (AWDC), since 2012. He is an active member of the steering committee of the Diamond and Jewellery Management Institute of Antwerp (DJMI). Stephane Fischler was Secretary-General of the International Diamond Manufacturers Association (IDMA) until 2010 and serves currently as its Treasurer. He has been a member of the board of the Diamond Development Initiative (DDI) since 2006 and was elected vice-president in 2012.
Click HERE for additional information about Fischler Diamonds:
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Background of The Museum of Named Diamonds
The Museum of Named Diamonds is a non-profit entity founded in 2015, to serve as a single Registry for the world's named diamonds. Official designation of this role was granted by the World Diamond Mark Foundation, an initiative of the World Federation of Diamond Bourses, in June, 2015.
When a diamond is registered in the Museum, it is given a name by the owner. That name is typically something that connects the diamond to the relationship. For example, a couple whose first date was a picnic by a river, might name their diamond "River Song."
Another Example.
But it can be anything that sparks a favorite memory, touches on an emotion, or reflects something important to that couple about their relationship.
Click HERE for additional information about the Museum
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