DDM, Daniel K To Expands Partnership
August 20, 03
DD Manufacturing (DDM), an Antwerp diamond manufacturer and a large supplier of loose, larger polished diamonds, has announced plans to embark on an aggressive, growth initiative for its jewelry manufacturing division by expanding its existing partnership with Daniel K.
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DDM, a DTC Sightholder, partnered with Daniel K a year ago in a joint venture to produce top-end, handmade, diamond platinum jewelry. DDM’s decision to begin producing jewelry in June of 2002 was part of the company’s strategy to increase its return on investment in rough diamonds through greater vertical integration.
The three main components of the image building campaign DDM is preparing to execute on behalf of Daniel K, include the luxury jeweler’s first ever, lifestyle advertising campaign, the introduction of extension pieces to Daniel K’s recently debuted fashion collection as well as a new home for the Daniel K brand, which involves a historic move out of the epicenter of the diamond trade on 47th Street, to a larger office space with a prestigious 5th Avenue address.
Daniel K consumer advertising campaign will be launched in September and run throughout the fall and holiday season in national consumer titles such as W, InStyle, Departures and Town & Country. The new campaign creative, which is composed of seven lifestyle ads, represents a significant break with the past for Daniel K and offers a portal into the ever-expanding world of the brand, the company says.
The focus of the new advertising campaign is to promote RED by Daniel K®, a new collection of Right Hand Rings. The Right Hand Ring aims to draw a distinction between a woman's left and right hands. Each of the nine initial right hand ring designs in RED by Daniel K® features a number of platinum set white and fancy yellow DDM supplied diamonds ranging in size from 0.50ct to 5.00ct, in a variety of cuts such as Asscher, Ideal Round, Brilliant Cushion and Radiant.