DIAMOND MANUFACTURER’S NATIONAL REACH EXPANDING INTO MARYLAND AND SOUTHERN CALIFORNIA
Maryland resident wins $1,200 diamond earrings from Passion Cut Diamond and Smyth Jewelers
MIAMI, FL – One of the newest round diamond designs in the industry, the Passion Cut, is steadily making inroads across the country despite fluctuating industry and economic trends. The Passion Cut Diamond by ADR Kropveld, Inc. is now available in Maryland at Smyth Jewelers, one of the largest independent jewelry retailers in the country and the official sponsor of the Baltimore Ravens Ring of Honor at M&T Bank Stadium. Additionally, the Passion Cut has increased its presence more than 20-fold in Southern California with the addition of its newest exclusive retailer, Kevin Jewelers, with 29 stores in California and Arizona.
Israeli diamond merchant Yariv Har recently credited the 81-facet Passion Cut Diamond’s steady growth to its breakthrough design and a combination of traditional sales and marketing, social media product giveaways, and unwavering support for small business retailers. Concentrating on the need for an affordable diamond product in the U.S., Har has expanded the Passion Cut into approximately 60 markets with more than 100 retail locations nationwide in less than five years. In addition to his U.S. headquarters in Miami, Har operates out of offices in Israel, where he is a patent-owner and partner in the Passion Cut with Ronnie Kropveld, owner of ADR Kropveld Diamonds, Ltd.
“It was the cut that first caught our attention,” said Kevin Bral, owner of Kevin Jewelers. “It catches the light with significant brilliance, clearly attractive to the naked eye and, we’re sure, to our customers.” Kevin Jewelers owns and operates 29 stores throughout California and Arizona, and is well-known for its upscale ambiance and in-store manufacturing. The Passion Cut can be found in all Kevin Jeweler locations.
The Passion Cut’s innovative design creates a more brilliant diamond for a fraction of the cost of a traditional, Ideal cut stone. For decades, the 57-facet Ideal cut was the standard adopted worldwide. Today, the Passion Cut has modernized that standard with an additional 24 facets to bring the number to 81, enabling a better light return through the center of the stone and, by extension, a brilliance that far outshines more expensive Ideal cuts of the same size (http://en.wikipedia.org/wiki/Diamond_cut#The_Passion_Cut).
“The Passion Cut has secured a steady and growing devotion among independent dealers and small chains,” said Har, “which is not only due to the unique, fiery diamond design, but also to our philosophical approach to support small business owners.”
Har eschews the burgeoning business model of direct online consumer sales and vows to fight this growing trend with a passion. He is adamant about partnering with the moms and pops and independent jewelers that he considers the bread and butter of the industry.
“These businessmen and women risk it all as entrepreneurs to help fuel the American economy, and they know they can count on me to support their work,” said Har. “I will never sell the Passion Cut online direct to consumers. It is through the hard work of brick-and-mortar operations that people can see and feel these brilliant diamonds, which is the best way to experience the Passion Cut.”
Har, however, is a proponent of online and social media marketing. He has steadily grown the Passion Cut Diamond’s Facebook presence with several $1,200 diamond jewelry giveaways.
“If I can drive even one more person into a retail store using giveaways, I’m doing my job,” said Har. “These online giveaways serve a dual purpose, marketing the brand of my exclusive retailers as well as the Passion Cut Diamond, with no cost to the retailer for this service, so it’s a win-win.”
Smyth Jewelers is one example of Har’s joint marketing strategy. In a Facebook initiative, Smyth recently announced Linda Beckman of Bel Air, Md., as the winner of half-carat total weight diamond earrings set in white gold and valued at $1,200. The prize was donated by ADR Kropveld through the Smyth Jewelers/Passion Cut Diamond Giveaway. Beckman, 48, is a medical assistant, married with two children.
“I couldn’t believe it when I won,” said Beckman. “The Passion Cut Diamond earrings are just beautiful. They really sparkle. I’ve had so many comments on how sparkly they are.”
Smyth Jewelers is now offering the Passion Cut Diamond line exclusively at its Timonium, Annapolis, and Ellicott City locations.
“I am honored to welcome such prestigious jewelers as Smyth Jewelers and Kevin Jewelers to the Passion Cut family of retailers,” said Har, “I am proud to have our diamond showcased with their professional service and integrity in the growing Maryland and Southern California markets.”
For more information about the Passion Cut Diamond, please visit www.facebook.com/PassionCut.
About The Passion Cut Diamond
The Passion Cut Diamond has been developed by ADR Kropveld Diamonds Ltd. and is subject to copyright in the United States and Europe. ADR Kropveld Diamonds Ltd. has held a full membership for more than 20 years at the Israeli Diamond exchange and is also a full member of the Belgian Diamond Bourse for rough trading. ADR Kropveld Diamonds Ltd. obtains rough diamonds from the finest mines in the world. All diamonds come from “conflict free” rough diamonds and are mined and sold to the company with full Kimberly certificates.
ADR Kropveld Diamonds Ltd. is based in Israel with its primary office at the Ramat-Gan Diamond exchange complex, the biggest diamond export center in the world. The company also has offices in the DuPont Building in Miami, FL. For more information about the Passion Cut, visit www.adrdiamonds.com, or www.passion-cut.com.
About Smyth Jewelers
In 1914, Albert S. Smyth founded Smyth Jewelers on the simple premise, “Always offer the best possible product, backed by the best possible service, and you’ll have a customer for life.” Today, Smyth Jewelers is still family-owned and operated, and committed to serving the people of Baltimore with the finest offerings of diamonds, jewelry and giftware in the area.
Smyth’s 50,000 square foot Timonium home base offers customers a showroom with over 16,000 square feet of diamond booths and enticing jewelry and gifts. In November of 2008 a second location opened, a 9,000 square foot showroom in the new Annapolis Towne Centre at Parole. Additionally, in February of 2009 Smyth took over a 1,500 square foot showroom in Ellicott City and in March opened a Pandora store in Towson Town Center.
The Smyth Jewelers name and reputation is synonymous with magnificent quality products and no-pressure, impeccable service. In its nearly 100-year history, Smyth Jewelers has never paid a sales associate commission, prioritizing service over sales so customers can relax knowing the advice they receive from Smyth professionals is guided by the customer’s best interest. For more information about Smyth Jewelers, please call (410) 252-6666 or visit http://www.smythjewelers.com/.
About Kevin Jewelers
Kevin Jewelers, a family-owned retail jewelry and manufacturing business established in 1975, offers gemstones and other jewelry as well as cash for gold services throughout 29 store locations in California and Arizona. Kevin Jewelers, through its wholly-owned manufacturing facilities and diamond brokerage, can provide both exclusive custom designs and semi-custom designs in a fraction of the time it would take a jeweler using outside manufacturers, while keeping the retail price to a minimum.
The retailer’s neo-classic store design presents an upscale image while creating an inviting atmosphere in which to shop. The dark green Italian Verde marble walls are complemented by the natural stained maple wood showcases. For this aesthetic look, Kevin Jewelers was awarded a $10,000.00 prize by Homart Development Co. for its outstanding store design.
