Diamond World (DW) May - June 2020
Why Covid-19 will make people fall in love with diamonds all over again | Ban is good - Industry welcomes ban on rough imports | Hong Kong jewellery industry show mettle| An Irrevocable Loss - Arun R. Mehta, Rosy Blue Group
Why Covid-19 will make people fall in love with diamonds all over again | Ban is good - Industry welcomes ban on rough imports | Hong Kong jewellery industry show mettle| An Irrevocable Loss - Arun R. Mehta, Rosy Blue Group
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Cover Story<br />
happiness through the sparkle of a<br />
diamond that is irreplaceable. Even<br />
though people are stuck in their<br />
homes, the need to feel beautiful is<br />
still very real. And when this is all<br />
over, women would want to flaunt<br />
their favourite purchases during<br />
their outing.<br />
As lockdown eased in Europe,<br />
Marie noticed that clients showed<br />
an increased interest in pieces from<br />
her new collection ‘The Wave’. “It<br />
is an ode to harmony, femininity<br />
and deceptive simplicity. I think it<br />
is the surprise, joy and excitement<br />
which our best seller “Queen Wave<br />
ring” brings, that it has attracted<br />
the interest of clients in the postpandemic<br />
world. It is my belief that<br />
people buy fine jewellery because<br />
they fall in love with it and because<br />
the piece means something special to<br />
them. So, I don’t think fine jewellery<br />
creation and client interest will stop,<br />
I think people will gravitate to buy<br />
something which carries that special<br />
personal meaning—which can be<br />
found in designer jewellery, carefully<br />
crafted,” adds Marie.<br />
Loyal clients would want<br />
to support their favourite<br />
brands<br />
A strong brand connect is now more<br />
important than before. All that<br />
equity a brand has created for so<br />
many years will now reap its rewards<br />
as no faithful customer would want<br />
their favourite brands to go out<br />
of business. This pandemic has<br />
not affected everybody financially<br />
and if people are inclined towards<br />
purchasing diamond jewellery, they<br />
may as well support brands that they<br />
have had previously bought from.<br />
“I had a bridal client who walked<br />
into our store with her mother. Her<br />
wedding was scheduled for July 12th<br />
and she was so nervous because she<br />
felt jewellery stores wouldn’t open<br />
by then. So, she came in the minute<br />
we opened, spent a good three hours<br />
and bought her jewellery. Though it<br />
was purely need based, I didn’t see<br />
a difference in her sentiment,” says<br />
Ishu Datwani of Anmol.<br />
It is my belief that<br />
people buy fine<br />
jewellery because<br />
they fall in love with it<br />
and because the piece<br />
means something<br />
special to them. So,<br />
I don’t think fine<br />
jewellery creation and<br />
client interest will<br />
stop, I think people<br />
will gravitate to buy<br />
something which<br />
carries that special<br />
personal meaning—<br />
This time has given<br />
us an opportunity<br />
to reflect and really<br />
connect with our<br />
private clients, getting<br />
to know them better—<br />
which is one of my<br />
favourite things to do<br />
and is key to an honest<br />
and strong foundation<br />
for the brand<br />
Marie Mas, Marie Mas<br />
Jewelry<br />
DiamonD WorlD | may-june <strong>2020</strong> | 73
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