Escada Fancy Cut Diamond
International luxury fashion house Escada entered the diamond
world in September 2000. The luxury fashion house is marketing a jewelry
collection featuring a new diamond design, the Escada Cut diamond, which was
created by the Pluczenik Group, Antwerp-based master cutters and sightholders.
With mountings created by Italian luxury-jewelry producer
Crova and input on creative marketing by De Beers Diamond Trading Company (DTC),
the Escada diamond jewelry collection combines a wealth of work and input from
four experienced industry veterans. The cut is trademarked and patented to the
Pluczenik Group. The cut is meant to symbolize the 12 months of the year and the
mysticism behind their ever-renewing cycle.
PHYSICAL CHARACTERISTICS AND CUTTING ISSUES
According to Escada, the stones in the new collection combine the sleek
style of a fancy shape with the brilliance of a round. The stones were designed
to maximize fire through the crown and table and to emit a distinctive
symmetrical star pattern through the culet.
The cut is an exclusive and original 12-sided dodecagonal cut
with a unique multiplicity and geometry of facets. The 97 -facet stones are
difficult to cut, requiring the most advanced cutting techniques and technology.
Stones range in weights from pave up to 8.34 carats. All stones above .20 carats
will be identified with a laser inscription on the girdle and will be certified
by the International Gemological Institute (IGI). The Escada logo will also
appear on the shank of each ring.
MARKETS AND MARKETING
The Escada Diamond Jewelry Collection, consisting of 62 pieces, was
developed in close cooperation with the DTC. Escada's entrance into the diamond
jewelry arena comes at a time when branded diamonds are hot and the need for
diamond and jewelry companies to distinguish their product lines from the
competition has never been more pronounced.
In the Escada diamond jewelry collection, the diamonds nestle
in modern-looking heart-shaped yellow or white-gold mountings, a motif closely
associated with Escada. The collection features rings, bracelets, necklaces,
earrings and pendants, all bearing Escada diamonds. The collection is sold
through Escada's integrated distribution network, at the company's 365 stores in
more than 50 countries and at highend department stores.
PRICING AND SUPPLY
As Escada Cut diamonds are marketed directly to Escada stores, the supply
will be dictated entirely by consumer demand for the new collection. The
Pluczenik Group is continuing to grow the manufacturing of the stones. Pricing
of the stones at retail is comparable to the pricing of hearts and arrows
excellent cuts and directly related to the competitive forces of each market in
which they are sold.