Sterling silver and diamond jewellery brand Hot Diamonds has unveiled a new high street custom jewellery concept for the autumn and winter 2020 season.
Entitled ‘Storyteller’, the service allows customers to create individual pendants by selecting rhodium-plated, sterling silver letters and diamond icons.
The letters and icons slide onto sterling silver chains with no need for a bail or lobster clasp, creating what Hot Diamonds calls “a clean and contemporary look”.
This comes as Hot Diamonds’ sales team returns to work after a period of furlough during the Covid-19 pandemic.
Head of commerce, Adryan Cresswell, explained: “’Storyteller’ addresses the growing trend for personalisation in an exceptionally simple and elegant way. Although uncomplicated, ‘Storyteller’ will be a brand-new concept for most consumers. It offers jewellers a fresh angle to approach proven commercial motifs.
“It came about because our retail partners told us they want to keep their ranges fresh, but that they would only invest in new concepts with a high probability of strong sell-through and at a palatable investment level. This feedback led to our creation of ‘Storyteller’. We have kept our retail partner investment down to £495 for 50 sterling silver letters and diamond icons, 20 chains and a free luxury display.
“We believe even the most commercial new concepts can be made or broken by the effectiveness or otherwise of their displays. Therefore, we have crafted the ‘Storyteller’ display to make it both highly attractive and instantly informative.
“Space is often an issue for our retail partners. The ‘Storyteller’ display is 27cm wide and 39cm high and designed to work effectively in windows, shelves or countertops.”
The ‘Storyteller’ concept will be available to hit retailers’ shelves before the Black Friday and Christmas shopping periods.