Talking concerning the pinks made individuals conscious that we had a mine, and we solely showed them as soon as per 12 months. While it wasn’t a half of the equation initially, the pink diamonds have created the market and consciousness of the Argyle Mine itself. Following the company’s extremely publicised ‘brand re-launch’ in August 2019 – together with new advertising materials, promoting campaigns with social media influencers, and redesigned stores – like-for-like sales confirmed a modest improve. Fashion’s ’70s and ’80s affect (see Saint Laurent spring/summer 2022) encourages the rejection of delicate, barely-there jewelry in favour of the unapologetically bold assertion piece.

That is, the shift in the jewelry business has been swift in contrast with most other retail categories. As lately as only five or six years ago, the customer to Ern’s retailer looking for a gold bracelet was his customer. They relied on and revered his work …

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