(Press Release) LA JOLLA, CA -- After a soft launch of ALOR’s inaugural bridal collection, Down The Aisle, earlier this year, ALOR is continuing its growth in the bridal arena with the launch of the ALOR EcoEarth Bridal Collection. ALOR will partner with Diamond Foundry to bring a fully lab grown designer collection to the marketplace. The collection is debuting both at Couture, where ALOR exhibits, and JCK where ALOR’s bridal licensee, EMA Jewelry, will be showcasing the collection in The Plumb Club.
“The strategy of utilizing lab grown diamonds has always been a part of our business plan with ALOR,” said Eddie Weiss, CEO of EMA Jewelry. “When we began to visit stores during our soft launch, we realized that the time for us to launch the EcoEarth collection should be sooner rather than later, as retailers were asking us for a designer bridal lab grown collection.”
The collection designs will be similar to the Down The Aisle product, except the ALOR EcoEarth collection will contain lab-grown diamonds and come with a fully mounted and certified center stone provided exclusively by Diamond Foundry.
“We are excited to be partnering with the ALOR brand and the EMA team to bring one of the first fully lab grown diamond bridal collections to the marketplace,” says Alon Ben-Shohsan, head of commercial relations, Diamond Foundry. Diamond Foundry will be providing its Forever Guarantee for each center stone; additionally, all purchases of center stone diamonds from the ALOR EcoEarth collection will also qualify for the 100% Value Guarantee for the Diamond Foundry upgrade program.
In addition, to partnering with Diamond Foundry, ALOR and EMA have teamed with the non-profit organization 1% For the Planet.
"Our member companies have donated more than $150 million to our environmental nonprofit partners to date. Currently, only 3% of total philanthropy goes to the environment and, only 3% of that comes from businesses. The planet needs bigger support than this, and our growing network of member businesses is doing its valuable part to increase giving and support on the ground outcomes. Our members lead with purpose and commitment, characteristics that consumers support. We're excited to welcome ALOR and EMA to our global network," said Kate Williams, CEO of 1% for the Planet.
“Our goal for the EcoEarth collection is not only to offer an ecofriendly and sustainable alternative to mined diamonds, but also a way for both ALOR and EMA to give back to the preservation of the precious resources of our planet,” said Tal Zemer, co-president of ALOR.
“Therefore, a percentage of all sales of the ALOR EcoEarth collection will be donated back to benefit the protection of the natural resources of the Earth.”
On the retail and marketing front, retail partners will be trained regularly on the benefits and selling features of Diamond Foundry diamonds. Special displays will also be provided to showcase the ALOR EcoEarth bridal collection. Additionally, the groups will be working together to create a strategic plan to promote the collection via many marketing media including a heavy presence with social media, influencers and online.