Bolton Gems, popular Australian gemstone and diamond supplier has adopted a new marketing tactic to wonderfully cater the rising jewellery demands as well as gain an upper hand over online retailers. They have re-launched two categories under Eternity Diamonds which made its foray some 15 years ago.
Originally the range comprised of finished jewellery collections and colourless loose diamonds- Eternity Hearts and Arrows and Eternity Finely Cut. Later in 2013, another variety of Australian Chocolate Diamonds was included to expand the range. Brett Bolton, director of Bolton Gems stated that it is the grand success of Australian Chocolate Diamonds that has inspired them in re-launching the other two collections.
Mr Bolton further added that after researching as well as studying their other brands they have realized that there are some consumers who desire a luxury brand including everything which comes with it- quality, guarantee, attentive experience and prestige in-store. This always has been Eternity diamonds which remained a secret to people and it is this that they endeavour to change. Now they will work with retailers for ensuring the success of Eternity in their store.
Eternity Hearts and Diamonds and Eternity Finely Cut collections marketing campaign will be unveiled at the International Jewellery Fair in Sydney, from 29th-31st August 2015.