The 2014 Cote d’Azur collection is said to be inspired by the romance and glamour of a summer escape on the French Riviera and comprises more than 20 pieces that incorporate blue, yellow and pink diamonds.
Linneys assistant creative director Justin Linney said be believed consumers were attracted to coloured diamonds because they had an element of rarity and individuality, which was important for people wanting to purchase a unique and collectable item.
“We [Linneys] are well known for using Argyle pink diamonds, which are collectable and sought after, but I think there is also the aesthetic appeal where customers are simply attracted to the pink colour, and the fact that the coloured diamond pieces become family heirlooms is an added bonus,” he explained.
There has been a bevy of record-breaking sales for coloured stones in 2013, including a 60-carat fancy pink diamond named the “Pink Dream” that recently sold for $89 million. Rio Tinto also achieved two record-breaking prices for its Argyle Pinks Diamonds Tender that was held in October.
In addition to coloured diamonds, the collection features gold pearls, lemon quartz, lime peridots and purple amethysts.
Brand ambassadors
Australian actress Isabel Lucas has been selected as ambassador for the new range, which will officially launch on Wednesday 27 November at an invitation-only event in Sydney.
Linney said Lucas had a natural beauty and elegance that perfectly suited the Cote d’Azur collection.
“Isabel is a well known Australian talent, especially with a younger demographic, so as well as being a beautiful model for the new collection she will also hopefully bring new clients to the Linneys brand as it continues to grow,” he explained.
In addition to the main collection, Lucas and the jewellery retailer have collaborated to create a piece that will be auctioned to raise funds for the World Wildlife Fund. The pendant features 18-carat rose gold, an Australian South Sea pearl and diamonds valued at more than $3,000.
This is not the first time Linneys has worked with a celebrity in order to promote its collections. The 2013 Gardens of Eden range was fronted by Belgian Victoria’s Secret model Jessica Van Der Steen and it has also used Australian personalities such as Jessica Marais, Melissa George, Jason Dundas and Ernie Dingo in its marketing.
Commenting on the importance of brand ambassadors, Linney said, “Ambassadors have provided our brand with an incredible platform from which we can launch our new collections and present them to the market on a more personal level.”
Market trends
Linney said he had witnessed major changes in the local jewellery industry, the most noticeable being the push towards moving manufacturing operations offshore like other industries had been forced to do.
“We have noticed considerable changes within the industry over the past few years in response to the pressure to manufacture overseas and we have reacted to these challenges by placing an even higher importance on the new collections released as we believe it has become our point of difference that allows us to engage with existing clients and also attract new market segments.
“On an internal level within the company it also motivates our staff to strive to create work from a design and manufacturing perspective rather than becoming stagnant and simply re-ordering existing models.”
An example of the retailer’s effort to avoid becoming stagnant is the release of a men’s 2014 capsule collection. The jeweller had always offered a limited range of men’s jewellery but this year Linney said it decided to develop that even further by specifically targeting custom-made pieces for men.
“Although the demand for men’s jewellery has increased slightly, the large majority of demand is still derived from wedding rings, so I figured that if guys aren’t going to wear many pieces of jewellery that should have one really unique piece that reflects their personality,” he explained.
Linney added that because the current market was constantly changing and evolving, the retailer tried to limit the time spent analysing trends and focus rather on long-term goals.
“If time is spent dwelling on the negatives of the market, the inspiration that breeds creativity and innovation is compromised and I feel that would lead to a downward spiral for any jewellery company,” he said.
Linneys was founded in the late 1970s and has four showrooms in West Australia and one in NSW.
The 2014 Cote d’Azur collection is said to be inspired by the romance and glamour of a summer escape on the French Riviera and comprises more than 20 pieces that incorporate blue, yellow and pink diamonds.
Linneys assistant creative director Justin Linney said be believed consumers were attracted to coloured diamonds because they had an element of rarity and individuality, which was important for people wanting to purchase a unique and collectable item.
“We [Linneys] are well known for using Argyle pink diamonds, which are collectable and sought after, but I think there is also the aesthetic appeal where customers are simply attracted to the pink colour, and the fact that the coloured diamond pieces become family heirlooms is an added bonus,” he explained.
There has been a bevy of record-breaking sales for coloured stones in 2013, including a 60-carat fancy pink diamond named the “Pink Dream” that recently sold for $89 million. Rio Tinto