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GREEN
LIGHT FOR A$ 50 MILLION CHRYSOPRASE MINE |
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Achrysoprase
mine valued conservatively at A$50 million will open near Marlborough
in Australia early this year. An Australia-based international syndicate,
Candala, acquired the rights to the mine on December 12, 2005 and
pians to commence production in March 2006 . The syndicate will
cut unprocessed chrysoprase - a green gemstone similar in appearance
to jade - from the site and sell the ore in the international market.
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DALUMI RESEARCHES
POTENTIAL FOR YELLOW DIAMONDS IN JAPAN |
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Less than eighteen months lago, Dalumi Diamond
(commissioned a qualitative market Istudy to better understand the potential
of yellow diamonds in the Japanese market. Launched in October 2004, the
research was (carried out on four groups of [housewives, aged between
30 and 150 - medium and heavy users - in lorder to define the right target
laudience interested in yellow Idiamonds. The research was also conducted
to study the potential [customers for this product, their attitude towards
yellow diamonds, |and ultimately to assess their purchase intentions.
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The
results of the study show 3deep interest in yellowdiamonds, (especially
among women in the age group of 41-50, who already possess several
pieces of white Diamonds and are now willing to experiment with
other colours. The pther group of potential consumers pre Japanese
women between the pges of 30-40 who are heavy users pf diamond jewellery. |
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However, the study also revealed that the overall
awareness of yellow diamonds among the subject groups remained quite low
and before diamantaires can start tapping this demographic for potential
sales they do need to spearhead some sort of information campaign to raise
the perception of potential consumers to the desirability of the product.
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While
the potential consumers seem to be largely uninformed about the
value of yellow diamonds, theircultural perception of the colour
is a very positive one as it is associated with good cheer, liveliness,
warmth, happinesses well as cultural icons like kimonos, moonlight,
sunflowers and the Japanese mustard karashi. |
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Combining
this bright and breezy link of yellow with the current international interest
in coloured diamonds and their snob appeal of being more expensive than
the white stones should make the idea of owning jewels with yellow diamonds
more alluring to the status and class conscious Japanese for the research
showed that ultimately the deciding factor in purchasing a jewel for the
women in the study groups was inevitably that the product image should
be of an expensive yet informal jewel, in short one that spells class
and screams cash at one and the same time.
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Acting
on the results of its research, Dalumi has created a new category
for its diamonds called Yellow Shade that includes six different
shades in this category from Intimate Yellow to Refined Yellow (K
to Z in the traditional diamond colour scale) and has also launched
a fresh collection for 2006 in Japan called "Les Nuances"
that combines yellow and white diamonds in jewels created by a French
designer using the artistic perspective that the French are so famous
for and also justifies the choice of a French name for the collection. |
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