Luxury diamonds are getting more democratic, and if that sounds odd then think about this: among De Beers Jewellers’ bestsellers are the Enchanted Lotus studs, delicate white gold and diamond earrings that cost 1,550 pounds.
Forevermark, sees the shift in luxury as an opportunity, rather than a reason to panic. And she’s using her past experience at brands including de Grisogono, Piaget, Louis Vuitton and Cartier to stand up to the challenge.
Having more competition, and a potentially wider audience, means that De Beers Diamond Jewellers can also take increasing risks. “The function of jewelry has changed compared with the ’60s, or even the ’80s. Women don’t play the same role in the family unit. They are more active than ever, they’re self-purchasing and they’re involved in design, too,” Assimon said.
“Clients have been asking for yellow-orange or brownish-pink diamonds, which are comparatively really good value. Diamonds of a single color are unattainable for most, whereas dual colors allow you to have something different. More and more [couples] are getting involved in those new kinds of purchases that express personality, and a different take on the traditional wedding,” she said.
She wants to draw the two brands closer from a merchandising point of view, and ensure they can complement each other.