Steinmetz Arrives at the Movie Awards, with a Jaguar
February 08, 04
Steinmetz and Jaguar have teamed up to create the Jaguar-Steinmetz XK8 convertible, a customized sports car featuring brilliant, sunexis cut 1 carat diamonds embedded around the 18 centimeter (7 inch) navigation screen.
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The diamond studded vehicle, valued at approximately £80,000 ($147,800), will be unveiled on Valentine's Day at The London Party the night preceding the Orange British Academy Film Awards and seen alongside BAFTA nominees and stars. The car will be auctioned to raise money for the Elton John AIDS Foundation.
Steinmetz has also teamed with jeweler Moussaieff to create the Moussaieff Steinmetz Award for Special Achievement in Film - a custom-made diamond award.
The Steinmetz Group is a diamond miner and rough diamond trader, which its involvement with polished diamonds was most noted until now with big size, high priced stones offered to exclusive clients.
The Group’s involvement with the prestigious BAFTA seems to part of a growing effort to increase market awareness to Steinmetz as a brand name, associating it high end events and names as it places an increasing emphasis on its polishing operation, expanding it to smaller stones, and seeking new venues to market the goods.
One such recent event was a cooperation with the British department store Harrods that brought some 400 of Harrods best clients to the store for an after hours dinner followed by a fashion and diamond jewelry show last November during the holiday season.
The two events are part of a wider trend in the diamond industry, with the strong encouragement of De Beers, to place a greater focus on downstream retail initiatives.