Hot Diamonds gains international traction; re-launches in Australia

2.2 k views | Posted January 27, 2020 | By Arabella Roden • Former editor

Affordable diamond jewellery brand Hot Diamonds will be re-launched to the Australian and New Zealand markets, following strong UK results.

Hot Diamonds was founded in the UK in 2001 and expanded to Australia more than 15 years ago. Designa Accessories took control of the brand in 2013 while Griffiths McKay & Buckleigh was the New Zealand supplier before going into liquidation in 2019.

A new company, Hot Diamonds Australia, has been set up to distribute the brand in both countries. It is operated by the same team who supply luxury Swiss watch brand Raymond Weil as well as Pomellato and Qeelin jewellery.

"The Hot Diamonds brand is in a unique position to re-enter the Australian market"

Marc Rom, Hot Diamonds Australia and New Zealand

Marc Rom, managing director Hot Diamonds Australia and New Zealand, told Jeweller, “Hot Diamonds has been present in the Australian market for many years but it has taken some time for the UK-based brand to understand the Australia consumer’s taste, and the needs of Australian-based retail businesses.”

Alongside new retailer and buying group partnerships, the re-launch strategy will emphasise “what is new and different from the Hot Diamonds people may already know,” Rom explained.

He added: “With a refined assortment, greater focus on entry price-points, a strong communication package and solution-focused POS materials, the Hot Diamonds brand is in a unique position to re-enter the Australian market.

“With more than two decades of experience in wholesaling within the Australian market, the team at Hot Diamonds Australia was an obvious partner to take on the launch project.”

The news follows a strong year of sales in the UK, where Hot Diamonds reported a 46 per cent rise in sell-through. Rom attributed the results to a “refined strategy, a new collection, marketing and POS solutions”, which he predicted would have a similar impact in Australia.

“Feedback has been incredibly positive. Particularly, there is a new counter-top spinning POS display in which people have shown great interest – its these initiatives that really give the brand new life,” he said.

Hot Diamonds’ associated brands, Emozioni and Anais Paris, will not be included in the re-launch.

For more information, see hotdiamonds.com.au.