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.
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.
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