Hot Diamonds will reintroduce its line of diamond-set charms called Diamond Life to the market.

Brand battles against ‘subdued market’ to deliver strong spring/summer

Sales through independent retail channels rose 38% year on year at Hot Diamonds in the spring/summer period, according to new figures released by the jewellery brand.

July proved to be a peak month for the brand with sales up 56% on July 2011 and Hot Diamonds head of commerce Adryan Cresswell said that he was pleased with the performance in the face of what he called “a subdued market”.


Cresswell added: “This is very pleasing as it indicates that the jewellery we sold to retailers at the start of the season sold through strongly resulting in high levels of replenishment towards the end of the season.”

Hot Diamonds is now getting ready to release new product for the autumn/winter period, which will include the relaunch of its diamond charms jewellery collection.

The diamond jewellery brand is launching five new collections for AW12, one of which is a line of diamond-set charms called Diamond Life.

Hot Diamonds managing director Sanford Simpson said: “Diamond Life is a very exciting prospect for Hot Diamonds. We are introducing stunning, new charm designs and a beautiful and highly usable point-of-sale solution dedicated to the collection.

“We believe this concept will perform very strongly for our retailers, not least as there is a clear space in the charm.”

Simpson added that he believes the retail price points of the range – which start at £24.95 – will be another key the success of the range.