Ehrhardt Enterprises News Archive :: Prestige Diamond Collection Included In Choice Offering

and Preferred Vendor, which will enable Prestige to serve the entire Choice Group as Featured Designer of Bridal Jewelry and Diamond Fashion Jewelry. This is the first such appointment for Prestige, and represents a virtual coup, as the scope of Choice Group’s distribution and consumer marketing programs have been talk of the industry since the JCK Las Vegas Show last June. We know of more than four major industry concerns that continue to vie for Choice’s selection.
     “Prestige Diamond was selected to be part of our plans based on the consistent quality of each of their lines, and the position they maintain to support the merchandising we have put into place,” said Eric Ehrhardt, Choice Group CEO, as he addressed the media present. Ehrhardt continued, saying “The distinction of their designs and the commitment to quality and value they express with each jewelry item is exactly what we are seeking from potential vendors as vital characteristics that are mirror images of those established by Choice, and have proven to be the indicators of vendors and suppliers that are like-minded with the vision we hold.”
     Part of the vision at Choice Group includes the completion of their suite of online sites, which will offer internet shoppers not only the largest “real-time” inventory of loose diamonds at the lowest prices, but a virtual online “store” with more than 40,000 jewelry items offered at up to 65% off regular retail prices. When questioned on this discount offering, Ehrhardt responded by saying “We are not emphasizing discounts in any of our offerings, but we are not your typical jewelry retailer either.
     ChoiceDiamond.com does in fact boast the lowest prices worldwide, and given our inventory and distribution realities, it is more our expression of fairness by not being greedy, not a result of cutting it close to the bone in competition with another concern. We buy huge, and experience huge differences in acquisition costs, that’s all.” He went on to explain how Prestige fits into his plans by saying “We are proud to present Prestige Diamond as our Preferred Vendor, and to include their entire inventory in our online merchandising plans. Our customers expect quality designs, the newest looks, and the best values, and they turn to us to provide them with these things. We won’t let them down. Everything Prestige promised is something they have been successfully delivering to us for some time now, and we don’t anticipate anything changing at all. Prestige will be prominently merchandised, and will experience the benefits of being a Choice Alliance Partner.”
     The current merchandising plan includes over 1,200 of Prestige Diamond designs in a smooth shopping cart function found at ChoiceJeweler.com, the “Jewelry” website identity of Choice Group International. Categories include Bridal, Earrings, Bracelets, Pendants, and Fashion. The prices offered online represent a savings of at least 30% off regular retail, and for the most part, with no taxes added. Customers will pay a modest fee for insured shipping, however, but based on the activity we observed, never became an obstacle to completing their purchases.
     Choice Group (notably, Ehrhardt) seems to have the inside track on the industry’s success trail, and apparently is very selective about who to include in their long term planning. It will be interesting to see their next move, and who they move with.

- Western Jewelers Alliance NUGGET Newsletter