First Major Diamond Jewelry Brand Launch in China

Last month the Amorosso 'Love Commitment' Diamond range was officially unveiled in China at a special celebrity launch ceremony in Shanghai, marking a first of its kind major diamond jewelry brand introduction in the Chinese market by an international diamond firm.

The event was the culmination of a year-long effort that started with studying the Chinese market, designing the brand, picking the retailers and their locations, deciding on price points and finally selecting the right personalities to represent the brand at the launch.

The Amorosso jewelry line by the Yerushalmi Brothers Diamonds Company has been specially developed for the China market from Hearts and Arrows ideal cut diamonds in a new technological process developed by the company that allows them to manufacture the diamonds at prices that fit the local market.

During the branding process the company, which employed the help of PR firms, advisors and hired experts to help bring the project to successful fruitarian, selected red as the color to accompany it because it signifies celebration in the Chinese tradition. It also picked out the name Ai Meng – 'Love Commitment' - as a translation to Chinese of the leading English brand name Amorosso.

The research by the company found that the fashion conscious 25 – 35 year olds, the brands target audience, looks to Shanghai as the fashion trend-setter, but the Western influence is noticed –why the brand name has a European sound, written in English.

For the launch the company decided to emphasize the love commitment by selecting Hu Bin and Qu Ying, two very popular models/actors playing opposite each other in a TV comedy, in which they portray a couple who are meant for each other, but not completely going for it, and according to the tabloids the possible romance continues off screen as well.

The event took place at the Portman Ritz Carlton Hotel in Shanghai to a pact crowed that included press representatives from all over China, giving the pictures of Hu Bin presenting Qu Ying with the Amorosso 'Hearts and Arrows' diamond necklace huge exposure all across the country.

Currently the Amorosso line consists of rings and limited edition signatured necklaces, with more items to be presented in the future.