Craft Lab Grown Diamonds previewed its first live Shop in Shop at its booth at the Atlanta Jewelry Show. According to George Prout, President of the Independent Division of Craft: “As Lab Grown Diamonds grow to represent greater and greater shares of typical independent jewelry stores’ sales volume, it’s inevitable that store owners will want to showcase lab as a separate branded entity within the retailing environment. Working with Galinteriors, a leading showcase design and manufacturing company located in Turkey, we’ve been able to create a cost-effective general design type that works in the vast majority of stores, and we’ve given store owners the freedom to co-create a Shop in Shop design that’s just right for their specific store interior.”
Prout believes that utilizing a Shop in Shop for Craft’s Revelation brand not only enhances the brand, creating a special cachet that also elevates the specific independent store’s brand carrying it. It also provides a visual firewall, so that consumers who don’t want to buy lab can safely make a diamond purchase knowing that the lab grown diamonds reside in the Revelation case.
“We believe so strongly in this concept that we have agreed to underwrite 40 percent of the manufacturing cost of whatever fixtures the jeweler chooses,” said Prout. “And to provide an even greater peace of mind for early adopters, we’ve created an additional level of assurance by offering a simple 12-month guarantee: For the first one hundred stores that choose to install a Shop in Shop, if you’re not seeing benefits, we’ll buy back the remaining 60 percent and pay to remove it from your store. We want every dealer to be happy working with us.”
Craft is the Diamond Growing arm of HK, one of the world’s largest diamantaires and a DTC Sightholder.
For more information, call Craft at 646-520-0606 or email george@craftdiamonds.co.
