ASHI Diamonds, known for its compelling custom turnkey jewelry solutions, is debuting at the JCK Luxury Las Vegas show its latest collection of Personalized Name and Date Diamond Jewelry that will help retail jewelers attract Millennial and Gen Z consumers to their stores.
Personalized Jewelry: Created by Us, Personalized by You™ is a program developed by ASHI to provide independent jewelers a way to grow their business by promoting one-of-a-kind custom designed keepsake diamond jewelry.
Retailers attending JCK Luxury at the Venetian Expo, May 31 to June 5, will get to preview the collection at ASHI’s booth Lux1227, including styles of diamond name necklaces, bracelets, and rings; date necklaces and bracelets; and initial dog tags and signet rings, as well as ASHI’s many other Holiday Collections.
Multiple options are available to fit every budget: Gold and silver, 10K and 14K yellow, white, and rose gold; two font styles; and three diamond qualities. For name jewelry, two lettering sizes are offered in script and uppercase. The customer simply creates online the name/word/lettering or date/special numbers; then chooses the type of metal, gold karat, metal color, diamond quality, font style and lettering size. Each piece is custom made.
To empower retail partners to be successful, ASHI provides extensive, integrated print to digital marketing support, including social media content, email blasts, high quality jewelry images, blogs, flyers, catalogs, and more, which can be found on its robust B2B website, www.ashidiamonds.com.
Jewelers who participate in ASHI’s Personalized Jewelry program also receive a complimentary ecommerce responsive microsite that can be easily embedded on their own store website.
This B2C microsite can be customized with the jeweler’s name, logo, store information, and retail markups, integrated email system, digital coupons, and integrated shopping cart with PayPal and order by phone options.
Customers select their desired style and metal type, diamond quality, and font size. After entering desired name/date, the system generates a preview of the custom style. Pricing is available once all fields are selected.
High-quality images in three-view angles, and features like Virtual Try-On help convert web browsers into buyers.
ASHI has also created a point-of-sale display with silver alloy samples of various designs and styles for retailers to engage with in store.
Founded by brothers and business partners Sanjay Pandya & Rajeev Pandya in New York City nearly 40 years ago, ASHI is a fully integrated jewelry company with manufacturing facilities in the U.S., China, and India. The company – servicing more than 1,000 independent retail jewelers in North America – is known for its innovative merchandising programs like I Do Bridal, Lovebright, Fusion Diamonds, Diamond Basics, Petite Collection, and other collections of fine diamond and precious gemstone bridal and fashion jewelry.
ASHI created its Personalized Jewelry program to fill a void for independent jewelers, enabling them to provide custom-made, Personalized Diamond Jewelry to their customers. “The industry has seen the trend for customization in the diamond bridal ring category take off in the last 10 years,” Sanjay says, “but not many suppliers offer independents this capability in fashion diamond jewelry.”
“Most jewelers don’t have a supplier that can easily create Personalized Diamond Name and Date Jewelry,” says Rajeev. “ASHI’s Personalized Jewelry program brings into the store those consumers that typically would go to an B2C online store for such items.”
Personalized keepsake styles like name and date jewelry offer a compelling opportunity for independent retail jewelers to connect with younger consumers, provide a custom design experience, and get shoppers through their doors for both gift and self-purchases in this category.
While the majority of the research is done online – which is why the customized Personalized microsite is so important – Rajeev cites that over 95% of the independent retailers’ sales still happen in physical stores.
Name jewelry, in particular, is a trend that has been used throughout history to symbolize power and status. Today, it remains a popular way to express individuality, as well as keep loved ones close, shares Rajeev. “Many people wear their own names or the names of loved ones.”
As the economy is softening and the pendulum post pandemic is swinging from jewelry back to travel and leisure, jewelers have an opportunity with customization to differentiate their brand, capitalize on the design experience and strong trend for personalization, and introduce new customers to their store.
To learn more, schedule an appointment to visit ASHI Diamonds at Luxury/JCK Las Vegas, LUX1227, May 31 to June 5, please visit www.ashidiamonds.com or call ASHI at 800.622.ASHI.