Cutnut

[dixxin]

Here''s an article with cutnut in it... some of you might find it interesting

http://www.theage.com.au/news/business/making-diamonds-a-cut-above/2006/01/09/1136771498423.html

 

[Lorelei]

Thanks Dixxin, great article Garry!

 

[MiniMouse]

Thanks for sharing the article with us. Garry, fame at last!

 

[WinkHPD]

Excellent article, thanks for sharing it with us.

Wink

 

[belle]

oooohhhh... a three-pager!

thanks for sharing dixxin.

 

[pyramid]

Thank you for posting this article.

As someone said in another thread he is a Rock God afterall.

 

[valeria101]

That's pretty cool!

Did the praise make you shy away from this thread, Garry?

Got a question - this article and GIA's last 'diamond report' make a nice read together. Skimming through both, a crucial bit - diamond branding - gets contradictory takes:


From 'The Age' citing Garry:

"Factories that cut and polish diamonds have the potential to get a market leadership. In five or 10 years' time, these companies can become household names. Diamond cutting, unlike most manufacturing sectors where people know who has made their product, has no brand names. [we are changing that]"


From GIA 'Industry Analysis' article by Shor:

" [article citing Moshe Leviev] ...rough diamonds over 20 points, especially high-quality goods, will be a dominant factor for the next decade. The market cannot support 130 different diamond brands.

[and citing Rappaport]... strategy will be more important than skill.”



Oh well, I am not trying to make sense of these, just found the comparison intriguing. Sounds like war zone broadcast

PS: if anyone wants to go through the whole text at GIA - here's the LINK to it

 

[Hest88]

Aw, as if his head isn''t big enough!

Great article Garry!

 

[pricescope]

He-he Hest, you know that Garry does not use it for an abstraction only.

 

[Kaleigh]

A great read, nice article Garry!!!! Thanks dixxin for giving us the link and the heads up!!!!

 

[Garry H (Cut Nut)]

thanks folks (except for Hest who i will nail later

)

Re the branding issue Ana:

In the world of luxury products most successful ‘branded identities’ are the designers and the creators of beautiful things. It was their innovative and unique products that built the ‘identity’ that we ‘recognize’ today. Today among occasional diamond consumers only labs and a few retailers have any recognition or recall in consumers minds. In other luxury markets, like watches, women’s hand bags, cosmetics and perfumes, companies began as innovative designers and manufacturers. Later, some companies made the transition to successful retailers.

The branding lesson; no amount of advertising (or strategy) can buy the space in our mind that creative diamond cutting companies can own by producing better looking diamonds.

People familiar with OctoNus® rough diamond planning and allocation scanners know that developments like automatic inclusion location and high precision are changing the industry. However the Cut Group believes its Beauty Grading System will completely revolutionize what is cut from most rough diamonds. This will provide the platform for much needed differentiation that can add value at all levels of the ‘diamond pipeline’

Innovative and creative manufacturers will bring new products to market with lower costs and shorter development cycles. The Beauty Grading System from the Cut Group will provide an independent third party verification of the beauty of these diamonds. Consumers will follow the companies with products (new cuts) that appeal to their specific tastes and preferences. The result: Lower marketing costs and better brand identity with each new successful product release. Just like leading car brands.

These branded manufacturers could then choose to be brick and mortar retailers, Internet businesses, joint venture partners, franchises etc, or simply stick to their knitting and produce several new fashion cuts each year for regular wholesale distribution. The critical success factor in brand building will be originality and better looking diamonds.

 

[Hest88]

Date: 1/10/2006 7:44:48 PM
Author: Garry H (Cut Nut)

thanks folks (except for Hest who i will nail later

)

But Garry, is that a threat...or a promise?

Seriously, though, I agree that the name of the game for consumers really is branding. I know you and I have participated in numerous conversations of the sort over the years, and the truth is for many consumers they'd much rather put their faith in a brand than deal with the complexities behind quality of any sort.

I look forward to seeing your venture grow and wish you and your partners great success.

 

[valeria101]

Date: 1/10/2006 7:44:48 PM
Author: Garry H (Cut Nut)


The branding lesson; no amount of advertising (or strategy) can buy the space in our mind that creative diamond cutting companies can own by producing better looking diamonds.

How nice! Haven''t read any lovelier about branding... Otherwise, I am about as much a brand worshiper as most economists - just assume those away. Sure enough, I can think of a few examples of personal talent turned household name. Especially about jewelry.

Thanks for the answer

 

[Regular Guy]

Many thanks to "The Age" publication for intelligent writing, following Garry into the dark corners, and pulling forward strands we see here and there here, to Dixxin for unearthing the nugget, and for Garry himself, for the framing and insights he brings to this board.

 

[dixxin]

no prob at all.. everyone at PS helped me tons in my quest for diamonds and it is natural for me to want to share the article about "god" here when i found it