One of India’s largest diamond companies, Laxmi Diamonds, made a significant investment in West End Collection in March, acquiring 50 per cent ownership of its Australian operations.
West End Collection was founded in 2002 by CEO John Rose and distributes a range of watch and jewellery brands in Australia and abroad, including Maserati, Georgini Jewellery, and Vivienne Westwood.
As part of this new partnership, West End Collection has launched its innovative Custom Diamond Jewellery Portal. This platform connects Australian jewellers directly with the Laxmi Diamonds design staff and valuers.
As a result, the platform provides Australian jewellers with a seamless design and production process managed under one roof. This includes CAD design, rendering, pricing, casting, setting, and finishing, each backed by local support.
Beyond one-off custom pieces, West End Collection is also collaborating with jewellers to develop exclusive jewellery lines, available both in-store and online. Rose said that the initial reception to the platform has been overwhelmingly positive.
“It’s been very popular, it’s taken off very quickly. The platform has only been available to the broader jewellery market for around three months, and we have been busy with jobs every day,” Rose tells Jeweller.
“I think we’re offering something that no one else does in this market. It’s direct factory contact with local support throughout the entire process. The portal is very intuitive and easy to understand and use, and then there’s the benefit of direct pricing as well.
“The turnaround on project design has been speedy; it is typically organised within 24 hours, and if it’s a slightly more complicated or elaborate piece, 48 hours.”
At the upcoming Sydney Fair, West End Collection will also be showcasing a new extension for the portal – Omnichannel – which allows jewellers to showcase sample pieces in-store that customers can try on, while offering instant, real-time pricing on various metal and diamond options.
The Georgini Jewellery Collection will soon be available on the portal, meaning that any piece can be custom-made in gold or platinum, set with diamonds or other precious gemstones, with instant quotes ready to share directly with customers.
“We’ve always had a pretty big stand at the Sydney Fair, and we’ve doubled it this year to showcase our diamond jewellery,” Rose explained.
“It’s going to be a great weekend. We’re looking forward to showcasing all the new releases from our brands and speaking with visitors about our new diamond jewellery platform.”
The International Jewellery Fair is scheduled for 23-25 August at the International Convention and Exhibition Centre in Sydney’s Darling Harbour.
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