ROLLIN’ WITH THE TIMES
One brand’s enduring vision for elegant designs and timeless luxury
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