Retail Merchandiser - July/August 2013 - (Page 97)

E-Commerce DIAMOND NEXUS Smart Buy Diamond Nexus is marketing innovatively on the Internet to provide a lower-cost, more environmentally sound and more ethical alternative to pricey gemstones. Diamond Nexus stores account for less than 10 percent of the company’s business, but they have a significant showrooming effect for on-line sales. F rom time immemorial, the dream of alchemists has been to create gold from lead, or to find a goose that lays a golden egg. Gary LaCourt, founder and CEO of Diamond Nexus, has done the next best thing by creating gemstones that simulate diamonds and others that look like and are made of the same elements as rubies, emeralds and sapphires. But how do you market against more than a century of tradition and mighty diamond cartels? “It’s hard,” LaCourt concedes, but not as hard as the surface of one of his company’s diamond simulants. Diamond Nexus has been making inroads online in the jewelry business since its founding in 2004. “We think we are the iPhone of the jewelry industry,” he says. “We offer a smart, modern and sophisticated way to buy and own fine jewelry.” Marketed online and in its own catalog – and only under its own brand – Diamond Nexus’ jewelry featuring its man-made gemstones appear on Internet search engines and are featured in other sophisticated digital marketing methods. Diamond Nexus reports it has 120,000 fans on Facebook. The company also advertises on radio, cable networks such as Lifetime, Oxygen and Discovery, national broadcast television spots over the holidays July/August 2013 Gary LaCourt, founder and CEO Franklin, Wis. retail merchandiser 97

Table of Contents for the Digital Edition of Retail Merchandiser - July/August 2013

Retail Merchandiser - July/August 2013
Digital Messaging
How to Bring New Life to the Center Store
Fall Toy Preview 2013
WWWDMAGIC 2013 Fashion Preview
Hispanic Footwear
Firm Fashion Fixture
Macy’s Magic
Generating Buzz
Looking Sharp
On the Trend
Shoe Sensation
Victorinox Swiss Army Inc.
Hiller’s Market
Patrick James Inc.
Art Van Furniture
Fairway Market
Architec Housewares
Easy Rest Adjustable Sleep Systems
Burnstad’s Market
Shoe Carnival Inc.
Destination XL
Hibbett Sports
R.H. Ledbetter Properties
Goodwill of Central Arizona
Beyond the Rack LLC
Cymax Canada
Diamond Nexus
New & Notable

Retail Merchandiser - July/August 2013