Diamond brand to drive push presents in UK market

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Merit Diamond Corporation debuts Juno Lucina brand at Houlden meet.

Merit Diamond Corporation has launched its Juno Lucina brand in the UK in a bid to drive awareness of "push presents" – jewellery gifted to mothers upon the birth of a child – among retailers and consumers.

The Florida-based brand currently sells in the US, making the UK is its first international market. It made its debut at the Houlden summer meeting at the East Sussex National this week.

Merit Diamond’s partner and senior vice president Josef Fraiman flew in to the UK to present the brand to Houlden retail members as part of its Stadium Sell sessions.

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He told Professional Jeweller: "The Juno Lucina brand is named after the Roman goddess of childbirth and is a collection of push jewellery gifted to mothers to celebrate the birth of a child. It can be bought by their partner, parents, family, friends."

The phrase "push present", or push jewellery, relates to jewellery given as a gift to celebrate the arrival of a new baby, or as a thank you to the mother for carrying the child. A number of brands are offering such products though the trend is yet to make a big impact in the UK.

The Juno Lucina collection is made in 18ct yellow, rose and white gold and set with SI clarity diamonds. The collection includes drop earrings, pendants and stud earrings with a ribbon-like design and most pieces are set with two diamonds to represent the mother and child.

Fraiman says he believes there is opportunity for the brand in the UK: "With Kate Middleton about to have her baby there is chance for a lot of publicity and interest relating to gift giving for new babies."

The brand is said to have had success in US where push presents are already popular. The UK is the brand’s first international market and Fraiman says he already has a number of bloggers writing about the product.

Merit Diamond Corporation used its appearance at the recent Luxury JCK in Las Vegas to showcase the brand said that the reaction was "phenomenal".

He said feedback at Houlden had been good and that Juno Lucina had signed accounts with a umber of Houlden retail members. " Fraiman has also been invited to present Merit Diamond’s collection at IJL in September as part of Houlden Group’s stand.

The Juno Lucina push present collection has RRPs from £495 upwards.
 

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