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Duraflex Group Australia is set to offer an unbranded diamond jewellery range.
Duraflex Group Australia is set to offer an unbranded diamond jewellery range.

Duraflex enters the diamond jewellery category

Duraflex Group Australia (DGA) has confirmed it will offer a full range of finished diamond jewellery to retailers following more than a year of development.

The distributor trialled a small finished diamond jewellery offering in late 2018 and expanded the selection at last month’s International Jewellery & Watch Fair (IJWF) in Sydney.

Phil Edwards, Duraflex Group Australia managing director
Phil Edwards, Duraflex Group Australia managing director
“We have just recently formed a partnership with a large global diamond supplier, with an exciting long-term outlook”
Phil Edwards, Duraflex Group Australia

The range received “excellent” feedback from retailers, according to Phil Edwards, managing director DGA. “It’s been significantly more positive than we expected and we will absolutely be moving forward with this new category within DGA,” he said.

The product line comprises unbranded, high-quality, affordable finished jewellery featuring natural mined diamonds set in 9-carat and 18-carat gold.

“All year we have been looking for an appropriate international supplier that is near to the diamond source and can supply regular finished jewellery that is affordable, appropriate quality and highly desirable for our local market,” Edwards told Jeweller.

“We have just recently formed a partnership with a large global diamond supplier, with an exciting long-term outlook.”

Edwards confirmed the range would not include synthetic diamonds, instead focusing on offering quality natural diamond jewellery at an “exceptional” price point.

“The core focus is back to basics and keeping it simple, whilst being as affordable as possible to ensure our retail partners can add their own desired margin,” he explained.

Over the next few months, DGA plans to stock all core lines of the new diamond jewellery collection for immediate delivery.

 

IMAGE GALLERY


 

More reading:
Duraflex hits the road with new brand
Duraflex lands Baume & Mercier
Luminox finds a new home at DGA

 











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Monday, 16 December, 2019 08:16am
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