Simply Diamonds finds itself enchanted indeed to be working with Disney to create a stunning and extensive line of fine diamond jewelry. The New York-based company will make fashion, gemstone and bridal jewelry inspired by the iconic Disney Princess characters: Belle, Cinderella and Snow White. Simply Diamonds also has been granted the right to manufacture product featuring Elsa from Disney’s “Frozen” and “Tinker Bell”. Shipments of Enchanted Disney Fine Jewelry have begun making their way to independent jewelry stores across the country.
Roopam Jain, CEO of Simply Diamonds, says his company has had experience with its own organic brands – internal collections such as Heartbeat Diamond, Steal Her Heart, and True Blue – “but nothing as big as this. This is exciting. The creative elements of each Disney Princess characters’ icons create possibilities for jewelry designs. Most importantly, we were excited to translate the powerful stories of each Disney Princess through our collection.”
“Disney has been wonderful to work with for this collection” says Limor Magidov, VP of Merchandising at Simply Diamonds. “Their creative team gave our designers access to 75 years of archives to use as inspiration. From Belle’s rose, to Cinderella’s carriage and slipper, to Ariel’s shell, we wanted to ensure the craftsmanship and interpretation of every single piece was as close to the real icons as possible.”
Simply Diamonds reports they have already seen an amazing response throughout the country. It’s a national brand that will go through multiple channels of retailers; any number of stores may carry the line with MSRP pricing. Those prices have a large range – from $99 retail up to $7,999 retail, so the collection will appeal and be accessible to a wide variety of customers.
A Cinderella carriage pendant in 14-karat white gold with diamonds and London blue topaz retails for $1,449; citrine briolette earrings set in 14-karat rose gold evoke the glamor of Belle for a retail price of $759. For those customers who favor the cool elegance of Elsa, snowflakes or crystals in white gold are paired with diamonds and aquamarine briolette. Tinker Bell and Snow White are represented in the Majestic Package, which like the Cinderella, Belle and Elsa packages includes sparkling rings, pendants and earrings.
A few of authorized Disney Enchanted Fine Jewelry retailers who have already begun selling the product comment:
“Enchanted is an amazing line that is complete with the right product, right price points, and amazing marketing support to drive traffic through our doors. We sold 4 pieces the 1st day we got it!”
-Alan Miller, Alan Miller Jewelers in Toledo, OH
“The line is innovative, exciting, and who hasn’t heard of Disney? We are so excited about offering this line to our clients!”
-JR Dunn, JR Dunn Jewelers, Morehead City, NC
“We are VERY excited to be one of the first stores to be a part of Enchanted, our customers are already excited!”
-Kathy, Appalachian Gold Smith, Morehead, KY
Simply Diamonds offers the Cinderella Package for $15,456, the Belle Package for $11,558, the Frozen Package for $6,263 and the Majestic Package for $15,854.
Dramatic displays and elegant packaging materials are available at different levels for retailers who purchase complete packages. Simply Diamonds even offers an interactive online sales training program that covers product information and selling techniques, making “the link between the magic of Disney and quality fine jewelry.” A retail sales associate incentive program is available upon completion of the training program.
Simply Diamonds seems a natural fit for a collaboration with Disney. Since opening its doors in 1999, Simply Diamonds, a division of Jay Gems in New York, has operated out of New York City and India, offering basic jewelry such as solitaires and diamond stud earrings and building a reputation for excellent response time and commitment to relationships – “doing a lot of business with our retail partners” and “bringing the latest trends to independent jewelers.”
“We are really proud of our entire team; especially our sales team on the road,” says Jain. “They are the most professional team in the industry. Our company’s philosophy is to offer best in class; studs, bridal, fashion and the ‘what’s hot this season’ package. We support each program package with marketing materials and displays to make sure our retailers have the best chance of making money.
“Beyond that, we actually have a great footprint throughout the industry. Our overall company has distribution through all market segments of the jewelry business in the United States. The Disney Enchanted Fine Jewelry line is one we are truly proud of and we will make sure that our authorized dealers are equipped to make this launch a success.”
For more information about Simply Diamonds, you can call 212-751-2575, visit the websites www.simplydiamondsusa.com and www.enchantedfinejewelry.com, or send an e-mail to firstname.lastname@example.org.