March 2021 | Lab Grown Magazine

March 2021 | The Lab Grown Diamond Resource Book 28 velvet, opaque high-gloss, wood or glass hand or finger. Bust forms are often bulky, absorb precious light and cast shadows. It’s a lot harder to find something easy on the eyes along with being easy to sell from and maintain. Less can be more when dealing in jewelry props. Take a hard look at what you are placing your jewelry on. It should be fingerprint resistant, angled properly, allow for jewelry to be easily taken off and on, and props should leverage incase light—the very thing that gives jewelry “life.” The Invisible Display In 2017, one of Neiman Marcus’ leading private label diamond companies retained Luxe Licensing. The immediate top priority task for us was daunting. The client needed a custom diamond jewelry display—it had to outperform everything on the market— and it had to be created and delivered to seven Neiman Marcus doors within 30 days. Failure meant the product shipment would be canceled. Failure wasn’t an option.Well, it was an option, we just didn’t take it. It was late September, year-long budgets were waning, but the holiday season would soon be in full glow. An 18K adjustable diamond bracelet with a patented one-hand operation was in demand. We called it Diamond Fringe. It ran off the runway next to Candies and Chole in stackable bracelets. Neiman Marcus offered us their fine jewelry cash-wrap, premiere, eye-level vitrine exposure in their top seven markets for the month of December. Beyond the pressing one-month turnaround deadline, the luxury retailer had a must-follow style guide. It was more like a phone book in size. It doesn’t typically accept custom displays, and they bill Regardless of size or type, diamond jewelry should be positioned as a form of luxury. >>