To say that it’s a challenge in this economy to launch a high-end jewelry line with items that retail for as much as $110,000 would probably be an understatement.
Ruff&Cut’s strategy: Tug at heartstrings by trying to appeal to humanitarians and environmentalists.
The jewelry line, which launched today and is sold online and in independent boutiques, features pieces that are made with recycled gold and “conflict-free” diamonds. The company is also donating 10% of the retail price of each piece to NGOs working in Africa to improve the lives of people involved in metal and gemstone mining and jewelry manufacturing. The company’s e-commerce site specifies where each diamond came from. Read more about New Jewelry Line’s Strategy: Tugging at Heartstrings …