Gabi Tolkowsky’s newest cut, the Astralis diamond, has attracted a lot of attention recently. Nationwide Jewellers and Tolkowsky have been running an intense marketing campaign, which has taken members to Antwerp and back again, some even experiencing a personal master class with the famous diamond cutter himself.
The first batch of retailers approved to stock the Astralis have now received their orders, along with a starter kit to assist in selling the new range of cuts. Included in the kit is an official stockist certificate with a photo of the retailer in Antwerp with Tolkowsky, a retail-training manual, and consumer brochures that develop a brand story around the Astralis.
“The first group of 24 now has their diamonds,” Nationwide Jewellers’ managing director Colin Pocklington told Jeweller. “The second group is probably another 20 stockists, and their package is in transit as we speak”
The Astralis has 89 facets, 32 facets more than a conventional cut, and features an eight-pointed star cut into the culet, giving it a unique design that is clearer on closer inspection. Every Astralis customer receives a ‘Star Gazer’, a small microscope-like tube that magnifies the diamond.
Offering these incentives both to trade and consumers seems to be working for Tolkowsky and Nationwide.
“The interest from retailers in this new diamond cut has been amazing,” Pocklington said. “The Gabrielle diamond was extremely popular around the world, but Gabi’s latest creation, the Astralis, is going to attract considerable consumer interest.”
A key factor in the initial success surely has to be the aura surrounding Gabi Tolkowsky, with many retailers travelling to Antwerp to meet the man, some even signing off large orders for the chance for the small master class.
“People queue up because he’s an icon of the industry.” Pocklington said. “No one knows more about diamonds than he does, and when he talks about diamonds people are mesmerised.”
Pocklington said Nationwide is considering bringing Tolkowsky to Australia to meet retailers in the future, but not at the upcoming Darwin conference. Instead, Tolkowsky’s global brand manager will be on hand to approve potential stockists, which highlights the rigour of the Tolkowsky brand in ensuring its latest creation has the best chance of global success.
“To be a stockist he’s got to sign off and agree,” Pocklington explained. “We will recommend particular retailers, but he has the final say."
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