A marketing and merchandising strategy designed for existing and potential Tsarina Diamond customers. Field research showed a solid majority of independent jewelers found the experience of selling ready mounted diamond jewelry lacking slightly. The traditional method of working with a client to help select their loose diamond, mounting, and finishing separately culminating in the 'reveal' has largely gone by the way side. Pre-fabricated rings, with mounted center stones are the norm, and for many jewelers an unfulfilling way to make a living.
The A-B-C strategy brought the focus back to the experience of building a ring up one piece at a time back to the jeweler by offering the Tsarina collections supplied in their individual components. The loose Tsarina diamond, choice of mountings and finished examples are displayed in the showcase allowing a more fulfilling purchase experience for both the jeweler and client.
The above consumer brochure was designed to help encourage the diamond purchaser to think of their Tsarina ring as the sum of it's parts, and then some.