Maintaining its production in Sesto Fiorentino, Italy, is also striking a chord with consumers keen on the ‘Made in Italy’ brand, as is tweaking its collections to appeal to certain markets. Although 18-karat gold is the standard in Italy and most parts of Europe, the United States—which is the biggest market for Italian manufacturers—currently favours silver.
“This market demands that,” says Elda Fistani, the company’s chief operating officer (COO). “We are adding to our portfolio and adapting to the needs of the North American market.”
The ‘Made in Italy’ brand is also a drawing card for retailers looking for lines to complement bigger brands they may carry, says Sean Polan, co-owner of Sothil, Nomination Italy’s Canadian distributor. His advice is for store owners to outfit staff with jewellery, rather than have it sitting in a case.
Canadian designer Anne Sportun says geo-targeting on Facebook is one tactic she is using to help drive a specific demographic with an interest in designer jewellery to her dealers.
“This has been surprising to our resellers because we’re creating new customers for them,” Sportun says. “They have people coming in they don’t know because we’re driving them to the stores.”
Although determining the effect of social media on sales is difficult, Thamkul says she knows Belle Étoile’s efforts on Facebook, Twitter, and Pinterest help generate brand interest. Tracking clicks from a geographical standpoint and presenting data to prospective clients also helps in growing a dealership base.
“There’s no direct link between social media to sales, but we feel there’s some connection with the fan base.”
While some companies focus on creating a brand following, Rio Tinto Diamonds is continuing its efforts to highlight the diamond stories behind the designs.
With rumours of an initial public offering swirling, the mining company pushed onward with its ‘Diamonds with a Story’ initiative, a marketing campaign that aims to go beyond the four Cs to provide consumers with the human, geological, and cultural histories behind diamonds.
Bruno Sané, general manager of marketing for Rio Tinto Diamonds, introduced the initiative to invited media at the company’s booth, and emphasized the preference among consumers to know the stories behind diamonds.
