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Sophisticated: An image from Hot Diamonds’ new advertising campaign |
UK. The recently renamed Hot Diamonds Group travelled to the 2007 TFWA World Exhibition armed with its latest jewellery collections and a confident new marketing campaign.
As well as its in-house Hot Diamonds brand, the company, formerly known as Historic Originals, showcased its latest licensed product for UK luxury fashion brand Ghost. The group is the first official Ghost sterling silver jewellery licensee.
The company’s stand at the Cannes fair also featured striking images from the new marketing campaign for both the Hot Diamonds range and Pure, a new limited-edition collection positioned at a higher price point.
Reflecting on the company’s successful year, Head of Global Expansion Julian Mullins told The Moodie Report: “We have moved our product design to the next level and we have really found our niche; the UK domestic market has seen +30% sales growth. We’re targeting a broad spectrum of people of all ages and we’ve had a great year.”
He added: “This is our fifth Cannes show and we have hundreds of new customers. At our first Cannes, we had just one customer.”
Other stand-outs on the product side were the Global Traveller charm collection and the new gift sets.
Also new to the travel retail trade is a freestanding merchandising unit holding 80 boxes and featuring a double-sided display.
World Duty Free is poised to introduce a Hot Diamonds self-select unit at its flagship London Heathrow Terminal 5 operation, which opens in March. A stand-alone display unit recently opened at Heathrow T2 in November 2007.
For travel retail, the company has created “magic boxes” where a special clasp anchors the jewellery in its box so it doesn’t move around.
TRAVEL RETAIL GROWTH
Hot Diamonds is seeing growth in Asia, including South Korea and China, thanks to the efforts of Singapore-based distributor Jonathan Holland & Associates.
In Russia, another growth area, customers include Aer Rianta International at Kiev Airport. The company has also obtained a “huge” order for the Russian domestic market, according to a spokeswoman.
VIEW THE HOT DIAMONDS SLIDESHOW: (story continues below)
PRODUCT HIGHLIGHTS
Pure
Pure is a limited-edition collection crafted from sterling silver and diamonds. Only 925 pieces of each design exist, and each item comes with its own certificate. Avalanche, one of the seven mini suites, is made from sterling silver and dusted with brilliant-cut white diamonds. Seed-like shapes flow in layers on pendants, bracelets and earrings. The packaging is a lacquered wooden box. Travel retail price is £130.00-£365.00/US$260.00-US$730.00/€200.00-€550.00.
Ghost
British luxury fashion brand Ghost was launched in the mid-1980s by Tanya Sarne. Now owned by Baugur, the brand is known for its easy, ageless and timeless style. In a joint venture agreement, Hot Diamonds Group has created an exclusive precious metal jewellery collection, making it the first official sterling silver licensee to Ghost. Launched in winter 2007, the Frolic collection consists of 29 striking pieces with four mini suites named Sensual, Flirtatious, Mysterious and Frisky. The collection draws inspiration from bubbles, pebbles, hoops and sequins. Travel retail price: £35.00-£165.00/US$70.00-US$330.00/€55.00-€250.00.
Global Traveller charm collection
Global Traveller is a large collection of Travel Charms and Going Places charm bracelet. Crafted in sterling silver, with some finished in 18ct gold vermeil, all charms are highlighted with a brilliant-cut Hot Diamond and are rhodium plated. Travel retail price: £17.00-£21.00/US$34.00-US$42.00/€30.00-€35.00.
Fusion
Fusion is described as a fresh takeon the classic heart and oval form. The collection, comprising ring, bracelet and bangle, explores the relationship between twisted interlocking silhouettes and tonal contrasts of 9ct white and yellow gold. Each piece is enhanced with a signature brilliant-cut diamond. The items are presented in wooden jewellery box, an outer gift box and a deluxe gift bag. Travel retail price: £55.00-£264.00/US$110.00-US$530.00/€85.00-€400.00.
Go with the Flow
A collection crafted from sterling silver and brilliant-cut white diamonds that are said to unite the themes of femininity and fluidity. Inspired by water ripples, the range includes bracelets, wraparound necklaces, bangles, pendants and stud earrings. Horseshoe-shaped armlets are finished with silver twists. Rings echo bangles and are worn layered. All individual pieces are rhodium plated. Travel retail price: £35.00-£120.00/US$70.00-US$240.00/€55.00-€180.00.
Heart Strings special edition charms
Heart Strings consists of five love-inspired sterling silver amulets finished with 18ct gold vermeil and highlighted with a brilliant-cut white diamond. The carabineer clasp is designed to mix and match charms onto pendants, necklaces and bracelets. All charms are presented in a jewellery pouch, and a velvet jewellery roll with contrast satin trim is a gwp.
Classic collection for men
Classic is a mix of pendants, rings, cufflinks and bangles for men, described as bold and clean. Highly polished sterling silver contrasts with black rhodium plating on understated dog tags and heavy-set curb chains with feature drum clasp. Brushed and polished silver nuggets are threaded onto woven leather neck and wrist bands, highlighted with a brilliant-cut diamond. Matt brushing and asymmetrical shaping are used on ID tags, T-bar cufflinks, pendants and rings. The Nautical range is inspired by marine ropes and knots. All items are rhodium plated. Travel retail price: £25.00-£165.00/US$50.00-US$330.00/€40.00-€250.00.
SEASONAL GIFT SETS
For Christmas 2007, Hot Diamonds offered pendant and earring suites as well as timepieces and charm gifts.
Fusion: Three new suites in 9ct gold and a brilliant-cut diamond from the Fusion collection (see above). Gift set travel retail prices: sterling silver from £68.00/US$136.00/€105.00. 9ct gold, £95.00-£180.00/US$190.00-US$/€145.00-€270.00.
Hot Diamonds Gold and Hot Diamonds Silver: A striking 9ct gold and diamond pendant and earring suite with geometric, pear-drop or figure-of-eight detailing and matt or polished finishing. Sterling silver pendants and earrings play with twists and scrolls, highlighted with a brilliant-cut white diamond.
Charming Timepieces: Timepieces are accompanied with a complimentary charm. Six charms are available, including Lucky Feather, Flower Power and Eternal Love. Travel retail price: £60.00-£100.00/US$120.00-US$200.00/€90.00-€150.00.
About the Hot Diamonds brand
The Hot Diamonds brand was launched in 2001, marking the first time in the UK market that brilliant-cut white diamonds were set in sterling silver. It has been the number one selling jewellery brand in the UK for over six years. In 2002, Hot Diamonds expanded overseas, initially in Australia, followed by the US. Since then, the business has added the travel retail industry as a sales stream. Hot Diamonds has sales in more than 40 countries worldwide through a network of distributors, retail partners and prestigious international airlines, including British Airways, Singapore Airlines, Asiana, Qantas, Gulf Air and Delta Air Lines.
About Hot Diamonds Group
Founded in 1986, Historic Originals designs and markets precious metal jewellery. In 2007, as a result of a shift in focus from more classical designs to more cutting-edge pieces, and the addition of significant jewellery licenses such as Ghost jewellery, the company name was changed from Historic Originals to Hot Diamonds Group, encompassing all of the brands within the brand portfolio. The most recent development is the establishment of a US subsidiary, Hot Diamonds Group (USA).
Hot Diamonds Group (USA) has evolved out of the original US distributor and has now exclusive distribution rights for the US Domestic and Duty Free market. Based in Belfast, Maine, the US operation employs around 19 staff, including a dedicated sales force, plus various independent sales agents and currently supplies around 1,000 accounts spread across the US.
The company is a rapidly developing international business and employs about 80 people in the UK and 20 overseas, with turnover approaching £20 million per year. The product research, design and development work is carried out in-house by a team of designers, who in turn work closely with the creative and marketing departments to create the overall brand image.
For details, contact Julian Mullins, Head of Global Expansion, Hot Diamonds Group, A1 Worton Grange Estate, Worton Drive, Reading, Berkshire, RG2 0TG, UK, tel: +44 118 975 3331, fax: +44 118 975 4200, e-mail: Julian.Mullins@hotdiamondsgroup.com Visit www.hotdiamonds.com
MORE STORIES ON HOT DIAMONDS GROUP
Hot Diamonds lives A Charmed Life – 09/05/07
Love is in the air for Hot Diamonds in Florida – 10/04/07
Hot Diamonds prepares to turn on the charm at Cannes – 13/09/06
