Diamond World (DW) May - June 2020

Cover Story
We are all pleasure
seeking people,
so those who can,
will acquire their
“happy things and
experiences” from
all avenues possible
and that includes a
sparkling diamond
bauble. Around
60% of my calls are
for ovals, 20% are
for radiants, 10%
cushions and the
final 10% rounds.
The thin, simple
solitaire setting
trend is strong, I
would say around
75% of my calls
are for that setting,
the remainder are
generally 3 stone
rings
Michelle Demaree,
Miss Diamond Ring
mutual funds is great because their
marketing is so good. Now every
graduate, fresh out of college, with
his first job, wants to open a mutual
fund account. This kind of initiative
is not there in the diamond industry
because the market is also very
scattered,” adds Sunit.
A strong need for “selfexpression”
People have also had a lot of
time on their hands during this
lockdown. There has been a lot of
product and brand discovery that
has been happening. Clients are
more likely to go for brands whose
ideology and sense of aesthetic
resonate with them. “Once the
lockdown started to ease, we really
felt people’s need for joy and happy
moments, they wanted to “treat
themselves” in an act of self-love,
so it seems they are more open to
discovering new brands and pieces,
and thus happily we have noticed
more activity and interest around
the brand,” says Parisian jeweller
Marie Mas. People will continue
to express themselves with their
choice of clothing and accessory
and they will continue to seek
72 | may-june 2020 | DiamonD WorlD