14k Gold Diamond Collection, Solid Gold Cubic Zirconia Ladies Rings & Earrings, Bracelets & Necklaces, Wholesale Diamond & Gem Jewelry Store

About Us

General Description

Diamond Essence Company was founded in 1978, in Randolph, New Jersey by Ranjit Singh, an enterpreneur and a professioanl with doctorate degrees in Metallurgy & Material Science from the Massachusetts Institute of Technology.

All of the Company's sources have been trained in Diamond Essence's manufacturing processes; products are manufactured to the Company's rigorous design standards and quality restrictions. Diamond Essence craftsmen continue to handle all jewelry design and custom order production from the Company's headquarters in New Jersey.

Today, Diamond Essence is a leading designer and marketer of the high-quality 14 karat solid gold cubic zirconia and other simulated gem jewelry. The Company markets its jewelry directly to consumers through its comprehensive Diamond Essence catalog (approximately 70% of total sales), its retail store (10% of sales), and to "high end "department and jewelry stores (10% of sales). The remaining 10% of total revenues are from sales of cut stones.

Since the Company's inception, management has invested over $40 million for advertising, promotion, and the creation of awareness in the marketplace of the Diamond Essence brand name. The Company has placed ads in prominent national fashion magazines and highly respected newspapers. In addition, in 1989, for a period of 12 months, the Company ran a half-hour "infomercial" on television stations across the country, using Morgan Fairchild as a spokeswoman.

Diamond Essence is highly regarded in the marketplace for offering the highest quality simulated diamonds and gems set in 14 karat gold at competitive prices. No other jewelry catalog retailer exclusively uses 14 Karat gold settings, thus placing the Diamond Essence catalog and jewelry in a class of its own. The Company offers a 30-day money back guarantee on all of its products as well as on-going repair and customer support.

The Company's primary sales generator and marketing tool has been its Diamond Essence catalog, which is mailed to over 5 million consumers (4 editions annually). Using sophisticated modeling and segmentation analysis, the Company has been able to devise marketing and circulation strategies that maximize customer sales by catalog. Diamond Essence's mail order catalog business has yielded a valuable customer list of over 250,000 who purchase the Company's products on an annual basis.

In addition to its catalog sales, the Company has started to focus on its wholesale business by more aggressively targeting blue-chip retail outlets including department stores, jewelry chains stores and television direct marketers. Management sees the wholesale market as a significant driver of growth in both revenues and earnings into the foreseeable future.

Custom jewelry design; In-house catalog design and production team; High level of computer integration in its order processing, fulfillment; inventory tracking, and delivery systems; Dedication to customer satisfaction; Highly motivated workforce; Unique market niche.

The Core Product Line

Diamond Essence has established a nationally-recognized brand name of simulated diamond and other gem jewelry. Through its use of 14 karat gold for all of its products as opposed to gold plating (used for most simulated jewelry), the Company has achieved a high-quality, high class product image and reputation. Diamond Essence gems are hand-selected, cut and polished by professional cutters, and hand-crafted to the Company's rigorous dimensional tolerance and quality specifications. The Company's product offering of jewelry consists of over 3,000 different product SKU's. Diamond Essence's products are priced between $50 and $1,000. Diamond Essence carries the following major product categories:

Rings
Earrings
Bracelets
Necklaces
Pendants
Pins
Watches
Gifts & Collectibles (plates, figurines, statues, etc)

In addition to its catalog collection, Diamond Essence offers custom jewelry design service from its New Jersey facility. Prices for custom jewelry varies on a piece-by-piece basis, depending on the weight of gold used in the settings, and the size and cut of the simulated diamonds or other gems.

Diamond Essence is highly regarded in the marketplace for offering the highest quality simulated Diamonds and gems set in 14 karat gold at competitive prices. No other jewelry catalog retailer uses exclusively 14 karat gold settings, thus placing the Diamond Essence catalog in a class of its own.

Consistent with its strategy of building a branded identity for Diamond Essence in the marketplace, management emphasizes product development with style and quality and strives to be first to market with innovative, fresh designs.