Jason Brimelow, director of the newly-established Brimelow Diamonds, told Jeweller that the business arose from his frustration at having been unable to source small, Russian cut diamonds for his own use.
“A gap appeared in the market over the last couple of years as Australian suppliers of Russian ‘smalls’ stopped supply,” he explained. “This frustrated us along with many others who have become accustomed to the unmistakable ‘Russian’ look.”
Understanding he was not alone in a desire for what he referred to as “the finest cut smalls in the world”, Brimelow and his business partner and brother Darren, set about contacting a supplier in Russia.
The process took about six months from initial negotiations to receipt of the first parcel of diamonds, which arrived in August.
A cut above the rest
Brimelow said that since the business’ launch, the local market had responded positively. He added that the appeal of a Russian cut diamond lies largely in its superior cut, which results in “perfectly matched” stones.
“Maximum brightness and dispersion and a uniform cutting style set Russian diamonds apart from all others,” he attested, adding that the stones’ polish, conflict-free origins and the blue-white look of the Siberian rough were also considered attractive features.
In addition, Brimelow stated that jewellery retailers would benefit from the supplier’s efforts to streamline operations using e-invoicing and online credit card payments.
“We have embraced the Cloud [computing] with our back-office,” he said. “This gives us more time to focus on the customer, making sure the orders are spot-on every time.”
Growing pains in the Australian diamond market
It could be argued that the local diamond market was going through a difficult period.
As previously reported by Jeweller, Miller Diamonds was placed in liquidation in July and then closed, while Storch & Co entered voluntary administration in August, although the business has since been relaunched.
According to Brimelow the industry was simply going through “growing pains”.
“The middle of the market is congested with miles of ‘good’ products that are all so similar it becomes pointless to try to distinguish between them,” he said. “With an influx of cheap finished jewellery coming from Asia, local operators are under more pressure than ever to make their products stand out from the crowd.
“It is impossible to be the cheapest in Australia with local or quality products, so in order to stand out you must be the best, lest you disappear into a quagmire of ordinariness.”
Brimelow, whose family has worked in the jewellery and watch industry for four generations, explained that the main goal for he and his brother was to improve the trade.
“We enjoy working alongside our industry colleagues believing it to be the only way to advance the industry as a whole, which in turn benefits us all.”
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