Idea

It might be possible to find a source of these large, uncut, flawed diamonds for a cheap price and use them to create a more organic form of jewelry. ie. The diamond is not being used to display its brilliantly clear refractive properties. It is being used as a signifier of something eternal and earthy. Setting these stones simply could result in a post greed symbol of eternity. It would be gratifying to turn even a flawed large diamond in your hand.

Idea

This can be simplified to setting a single diamond in a piece of coal. The black would contrast nicely with the diamond. The coal (about the size of a large marble) would be wrapped in platinum braces and held by a single discrete chain.

The most potent symbol is a diamond nestling in a woman’s breast. At the same time breasts represent warmth, food, comfort (the mother) and sexual desire (the lover). However, there is a spiritual side to the diamond. It represents the eternal, pure light (the mystic) and worldly wealth (the material). The combination of these four facets is incredibly powerful and that is why a beautiful maiden/mother wearing a diamond in her cleavage is dynamite as it pushes so many buttons for both men and women, straight or gay.

Problem

A purchaser of an engagement ring needs to be reassured of a number of things. In descending order they are as follows:

• The vendor is reputable
• The diamond is of suitable quality and price
• The ring is of a suitable design
• The service is good.

Generally high street jewellers may satisfy the first requirement, although this may not always be the case, however they fail in the other three categories. My small experience suggests that the diamonds on sale in traditional establishments are overpriced, the range poor and the service haughty.

One possibility is that purchasers go online to buy the ring. I would guess that online vendors would score well over all categories however, there is always a concern over reputation for such a high ticket item. Most purchasers would baulk at buying something worth $10000 online.

Solution

A physical and virtual store where purchasers can get a good price on the diamond and have a choice of several standard, “classic” designs for engagement rings.

Inspiration

Buying an engagement ringwas a difficult process. Luckily we had a very good experience from Marcus Creations, an importer of diamonds. The business was good enough to get me excited about the possibility.

Implementation

Establishment would consist or real and virtual shop. Most sales through virtual but purchasers could come in to try on if required.

Strengths and Weaknesse

Need expertise in diamond important and jewellery manufacture. Not easy skills to get or to find./pp

Business Model

Good prices on the diamonds means that you need to make a bit extra on the ring. You don’t want to get into a cost cutting exercise in this market but there is room to be cheaper than the high street. Would need to rely on word of mouth in this business.

Outcome

A possibility but unlikely due to the expertise required.