What is your brand’s philosophy?
To supply ethical and sustainable Australian Argyle diamonds to the Australasian market. We supply not just a stone, but rather a story of creation. Each diamond has a story of love and passion that starts with its formation and continues through to the consumer’s purchase. We also endeavor to supply diamonds that are cut to the highest level of perfection, highlighting the fire and brilliance of colour that is characteristic of Australian Chocolate Diamonds (ACD).
Why did you decide to develop a brand rather than sell unbranded jewellery?
Diamonds today are being traded like a commodity despite the fact every stone is unique. We therefore created a brand to highlight the ‘story’ of these special stones, all the while helping to eliminate price shopping and improve margins.
What are the benefits for retailers stocking your brand?
ACD stockists have access to an exclusive product that is different from anything else in the market. These stones are ethical, sustainable and proudly sourced from the Australian Argyle Diamond Mine. Each is sold with our unique story and includes an Argyle lot number, the original rough weight and full measurements and grading details. Retailers also receive a beautiful POS display package and a contribution to spend on advertising.
What challenges did you face when introducing a new brand to Australia?
The hardest part was sourcing the rough and setting up the cutting factory. The introduction of the brand was actually relatively easy and retailers were very receptive. ACD was launched at the 2013 Sydney trade fair – a time when retailers were looking for something new, competitively priced and with a story they could believe in and be proud to sell.
Do you think there are characteristics that make a brand distinctly Australian?
Of course! With ACD, the diamonds are not only Australian but the jewellery is 100 per cent Australian made, and has been certified accordingly by the Australian Made Campaign. The quality of our product is what makes ACD ‘distinctly’ Australian.
What is it about those characteristics that gives your brand appeal in the market?
Local consumers will generally buy an Australian-made product if given a choice, provided its pricing is within 5 per cent of an international product. That, compounded with more information about their diamond than ever before, also adds appeal. The philosophy of keeping this product 100 per cent Australian instills confidence in the consumer’s decision to not only shop an Australian product but also support local business by shopping in an Australian store.
What distinguishes your brand from competitors?
Providing ACD to select stockists ensures tighter control over the quality and exclusivity of the product. Strict standards and procedures result in only the very best stones being released from our office to the retailer.
What have been some major achievements for the brand?
Introducing ACD has allowed Bolton Gems to move into rough diamond trading and diamond polishing – an exciting milestone enabling for even more control over producing diamonds to the highest standards. Another major achievement has been bringing on and actively working with more than 100 stockists throughout Australia and New Zealand. We are looking forward to reaching 200 stockists in the near future.
What’s been your most innovative marketing campaign?
Having the opportunity to work with major sponsors Maserati and Baileys has been a great success as it has helped to create brand awareness with customers not only in jewellery but other industries too.
While the majority of our direct marketing has taken place at events like the Australian jewellery trade shows, we also have helped stockists to hold successful VIP nights that have increased sales and brand awareness within select areas.
What’s next? How will the brand evolve?
I cannot give everything away but from the acronym, ACD, I think you can work things out for yourself.
What’s your favourite product from the latest collection?
Until recently, it was a stunning 2.75-carat C4 round diamond that is set into my wife Dee’s ‘Angels Delight’ ring.
However, we have just started cutting a 7.77-carat rough stone. The colour I expect to achieve will be around C6, with a secondary orange colour coming through.The stone will become a square cushion of 9.30 mm and around 4.30-carats. My designer Jaclyn already has the drawings of the finished ring, and it looks amazing.
What is your brand’s philosophy?
To supply ethical and sustainable Australian Argyle diamonds to the Australasian market. We supply not just a stone, but rather a story of creation. Each diamond has a story of love and passion that starts with its formation and continues through to the consumer’s purchase. We also endeavor to supply diamonds that are cut to the highest level of perfection, highlighting the fire and brilliance of colour that is characteristic of Australian Chocolate Diamonds (ACD).
Why did you decide to develop a brand rather than sell unbranded jewellery?
Diamonds today are being traded like a commodity despite the fact every stone is unique. We therefore created a brand to highlight the ‘story’ of these special stones, all the while helping to eliminate price shopping and improve margins.
What are the benefits for retailers stocking your brand?
ACD stockists have access to an exclusive product that is different from anyth