MasterCut to win sales with £30,000 tiara offer

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Diamond brand will allow brides to borrow crown for their wedding day.

MasterCut has unveiled a marketing initiative to secure sales by offering brides-to-be the chance to wear a Mastercut diamond-set tiara on their big day – entirely free of charge.

Customers buying a solitaire MasterCut diamond ring with a retail price tag of more than £2,300 will be entitled to borrow the tiara, which is worth over £30,000. MasterCut says the tiara is “guaranteed to make any bride look and feel like a princess.”

As an extension of the existing collection, the tiara is set with more than five carats of diamonds with MasterCut stones, and over 400 individual diamonds. The design is inspired by vintage Edwardian and Victorian styles, and is being marketed as that ‘something borrowed’ for brides on their wedding day.

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MasterCut diamonds are exclusive to Company of Master Jeweller (CMJ) retailers – who have already shown great enthusiasm for the tiara promotion.

Willie Hamilton, chief executive of the CMJ said: “We’re delighted to launch this promotion to assist our members selling MasterCut diamonds. It is a unique and innovative way to support our retailers, both in terms of stocking the brand, and also helping them switch consumers into MasterCut product.”

The MasterCut diamond has 89 facets – 32 more than a classic round brilliant cut diamonds. It also boats a star shape which is faceted into the culet.

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