Global Jewellery Concepts (GJC), which supplies diamond simulant jewellery under the brand EverGem, has introduced a new diamond ring brand called Myriad Diamonds. The new range features multi-stone (not invisible set) white natural diamonds, set to resemble a solitaire stone (from a reasonable distance).
GJC director Arron Zamel says: “We believe we discovered a niche in the market and we wanted to deliver a quality product that was price point focused, yet allowed independent jewellers to continue selling white stones.
“We have spent more than 12 months developing our product to appeal to Australian consumers through local styling and by strengthening the setting to make it longer-lasting – a common complaint about this type of setting.
“We previewed the original setting at the Sydney fair and received a lot of feedback and we slightly changed the styling and moved from 18ct to 9ct gold. This strengthened the setting and also helped reduce the price,” he says.
“That has enabled us to create a range of diamond engagement rings that retail for under $1,000, the whole purpose of the exercise.
“Feedback we’ve had since we made the changes has been great. It’s early days but we’ve already opened 17 stockists and are receiving re-orders. We is already planning to expand this range after seeing great results in just the first few weeks of its market release,” Zamel explained.”
Zamel, who gained his industry knowledge from a young age watching his family operate Zamel’s Jewellers, began his own wholesaling business GJC with his two sisters.
He confirmed GJC will continue to sell its diamond simulant products under the EverGem brand and explained, “We always knew we needed to diversify and so we developed the Myriad range. We always planned to grow the business to incorporate new and exciting concepts.”