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Eileen McClelland

The Website That Believes Every Diamond Deserves a Name

All diamonds deserve a name and a story, says Jacques Voorhees.

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THE MUSEUM of Named Diamonds, a non-profit registry for famous diamonds, is now opening up its online space to all diamonds, no matter their size or level of fame.

All diamonds deserve a name and a story, says Jacques Voorhees, vice-chairman of The Museum of Named Diamonds.

Retailer jewelers can offer gift cards to customers that allow them to officially name their diamonds and share their love story with others.

Inviting newly engaged consumers to upload photos and love stories about their diamonds can bring romance and symbolism back to engagement rings at a time when retailers battle the perception that diamonds are a commodity.

"We’re trying to refocus the conversation back on love and romance," Vorhees says.

When a diamond is registered in the museum, it’s given a name by the owner. That name is typically something that connects the diamond to the relationship.

The site offers a list of suggestions for inspiration:

For example, a couple whose first date was a picnic by a river, might name their diamond "River Song."

You love spirited horses? “Fire Stallion.”

Your bride is a morning person? “Morning Glory.”

Your honeymoon is in Alaska? “Northern Odyssey.”

You met at a dance club? “Dancing Queen.”

It can’t be a name already used by another diamond, though, and it can’t violate a trademark or "community standards” for bad language.

But it can be anything that sparks a favorite memory, touches on an emotion, or reflects something important to that couple about their relationship.

Serge Fischler of Fischler Diamonds, who offers museum gift cards with the sale of every diamond larger than .70 carats, says the program can help retailers connect with millennials, in particular.

"That demographic loves personalization, experiences, and telling stories. When an engagement ring diamond is registered with the Museum, it delivers on precisely what that age-group is looking for."

A bride may not remember whether her diamond’s cut grade is Very Good or Excellent. "But when she sees her diamond, and its story, take its place among the named diamonds of the world, that’s something she can really enjoy and share with her friends," Fischler says.

When Stephen Burstein of Stephen’s Fine Jewelry in Leawood, KS, heard about the Museum of Named Diamonds he was intrigued.

“A little piece of romance has been leaking away from engagement-ring sales,” Burstein says. “This is a little more of a romantic way to present the gift.” Retailers can add value to an engagement ring or anniversary gift by helping the customer name the diamond and upload photos and stories to the Named Diamond website.

The first week he participated, Burstein, who operates an appointment-only retail business out of an office space, gave out a dozen cards at a bridal fair. He also gave the cards to all of his recent engagement customers. The cards cost retailers $15 purchased in bulk, but the value represents $100 for customers. The diamonds and the stories are easy to share on social media.

One of Burstein’s brides named her diamond Madeline for her great-grandmother. “So far, I haven’t had anyone say no, that they weren’t interested,” Burstein says. “They all seem kind of happy and think it’s a pretty cool deal. It spreads by word of mouth.”

Fischler says the cards will provide a tool to help retail jewelers move the point of sale conversation beyond the 4Cs and price comparisons, when talking with consumers. “We can’t put the genie back in the bottle when it comes to competitive pricing and the growing trend toward diamond commoditization,” Fischler says. “What we can do is remind the consumer – and ourselves for that matter – what makes a diamond special. It’s not the difference between a VS1 and a VS2. It’s about the emotions that the diamond represents. Isn’t that far more interesting to the consumer than crown angles?”

Visit the Museum of Diamonds website to see examples of personal diamonds and famous diamonds, and read their stories.

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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