One brand’s en­dur­ing vi­sion for el­e­gant de­signs and time­less lux­ury

Solitaire (Singapore) - - Design - By Carol Lee

IIn our In­sta-ob­sessed, so­cial me­dia-ori­ented world, how do you make di­a­monds ap­peal­ing enough to catch the fleet­ing at­ten­tion of the mil­len­nial gen­er­a­tion? Like most lux­ury jew­ellery brands, this was a chal­lenge that the 114-year old di­a­mond com­pany, Lazare Ka­plan In­ter­na­tional, faced.

Their an­swer is sim­ple: em­brace changes while stay­ing com­mit­ted to ex­cel­lence and un­com­pro­mis­ing stan­dards. “We are lucky enough to have a con­sis­tent prod­uct, but it is chal­leng­ing to present what makes us spe­cial to the new lay­ers of cus­tomer, par­tic­u­larly the mil­len­ni­als”, says Charles Rosario, se­nior vice pres­i­dent of Lazare Ka­plan In­ter­na­tional.

And so, adapt they have. No longer sat­is­fied with putting out an ad­ver­tise­ment in a news­pa­per and wait­ing for peo­ple to re­spond, the com­pany has reached out to new cus­tomers in dif­fer­ent ways. Rosario ex­plains, “What we learn in this new en­vi­ron­ment is that you have to speak the cor­rect lan­guage that’s go­ing to res­onate, and do it in a fash­ion that they are go­ing to find in­trigu­ing.” One way to do it is by cre­at­ing the Lazare Di­a­mond app

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