Hot Diamonds sales execs land in Oz

Hot Diamonds head of global sales Jonathan Crocker and international area sales manager Femke Kooij are in Australia this week to help increase the profile…
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Hot Diamonds head of global sales Jonathan Crocker and international area sales manager Femke Kooij are in Australia this week to help increase the profile of the sterling silver and diamond jewellery brand.
 
Crocker, who joined Hot Diamond’s head office in London last October, said the company wanted to take the already successful brand to “the next level”.
 
“We want to replicate the success we’ve had in the UK market in Australia and in our other markets (US, Korea, France, Belgium, Holland and Spain),” he said.
 
“When Hot Diamonds was first launched there were few such brands on the market but now there are several brands with similar offerings so we have to progress and offer something different to stand out.”
 
He said the company would continue to sell the “simple elegant sterling silver jewellery” for which it was renowned but had recently expanded its jewellery range to include a more “iconic collection” aimed at a “grown-up audience” of self-purchasers.
 
“Our first customers ten years ago were in their 20s but they are now 30 and 40-somethings and want more substantial designs,” said Crocker.
 
“Each piece in the new collection still features a diamond but it is more of a trademark rather than the central focus.”
 
In addition, Crocker said the company was planning to open a Hot Diamonds boutique in London within the next 18 months “because from a consumer brand perspective it’s extremely important to have a cathedral to show what we do”.
 
“We have spent a lot of money on the brand in the last 12 months and are predicting double digit growth for the brand in the next year,” he said.
 
Meanwhile Rory Cowan, the director of Hot Diamonds Australia & New Zealand, said the company has just introduced new POS material and was planning to launch new products and catalogues and increase consumer advertising in the coming months.

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