Bangkok--4 Apr--MasterMind Communications
Jubilee Diamond made the first move in 2013 by introducing two new designs for the The Excellence collection, which use D-colour diamonds with the ‘triple-excellent’ cutting quality and employ the MICROSET production technology that enables creation of unique products. Targeted for high-end customers, the designs will further enhance the brand’s prestige. A so-called ‘Triple Excellence Privilege’ credit card promotion campaign will be organised to boost their sales, and in terms of sales the share of The Excellence is expected to rise to 15% of the THB1.5 billion total sales target for this year.
Ms Unyarat Pornpakit, Chief Financial Officer of Jubilee Enterprise PCL, or Jubile, Thailand’s leading retailer of diamonds and diamond jewellery products under the ‘Jubilee Diamond’ brand, revealed her company’s introduction of the The Excellence 2013 collection of jewellery products, which use ‘D-colour’ diamonds as materials for production and meet the ‘triple-excellent’ level of cutting quality. The quality of the diamonds are certified by the internationally recognised Gemological Institute of America, or GIA, which will further enhance the brand’s prestige and make the customer feel assured of the world-class quality of the company’s products.
To show leadership in diamond quality, Jubile recently introduced two new designs for The Excellence for 2013, the third year since the launch of the first Excellence collection: Alesia and Fiora’. Alesia are platinum rings studded with three core diamonds, featuring simplicity, stylishness, elegance and a classic appearance, and using 0.40-carat (instead of the more common 0.30-carat) diamonds. The number of component parts of each item of Alesia is as many as ten, which requires a sophisticated production process. The state-of-the-art microscope setting, or ‘MICROSET’, technique is employed for cutting to achieve expression of triumph. Fiora’ are rings studded with seven sparkling core diamonds with an appealing shape and an overall design that is inspired by delicate flowers which symbolise cuteness and grace of damsels. Apart from the excellent ‘D-colour’ quality, a highly sophisticated production process that includes high-value machinery and technology and technical expertise are used for The Excellence 2013. Each Fiora’ ring consists of eight parts and has prominent filigree on the band, and it is produced and assembled using the best technologies, including the MICROSET technique.
“These two new designs for The Excellence 2013 are of world-class quality. We want to present them as symbols of our production excellence, as well as our attention to every step of production process, including product design and diamond selection (we use ‘D-colour’ diamonds), cutting (we make sure the ‘triple-excellent’ quality level is met) and studding (we use the MICROSET studding technique), which distinguish our products of this collection and attract the high-end customers, who prefer premium-quality jewellery products. This is in line with our goal for this year to enhance product quality and, hence, boost the per-piece margin and sales,” said she.
She added that in terms of marketing Jubile has launched the ‘Triple Excellence Privilege’ promotion campaign for those who are interested in acquiring an item belonging to The Excellence 2013. Under the campaign, a 10-month interest-free instalment plan is arranged in partnership with the issuer of KBank credit cards and Central gift vouchers, worth THB6,000 for buyers of the Fiora’ rings or THB2,900 for buyers of the Alesia rings, with The Excellence Jewelry Box, specifically designed for this collection, are offered to every customer.
The Company expects that these two new designs of The Excellence 2013 will represent and reflect the great quality of its products as sought by its customers and will increase the share of this collection from 10% to 15% of the total sales, which is targeted at THB 1.5 billion for this year.