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Damiani giving out big-time gifts-with-purchase

July 10, 2009
Customers who purchase any of Damiani's "Gomitolo" rings--such as this "Firenze" version here retailing for $7,740 and featuring rhodolite and amethysts--receive a one-week vacation in Italy, complete with airline ticket and hotel stay.

New York--Italian jewelry brand Damiani is celebrating its 85th anniversary this year, and to commemorate the occasion, the company has created two new collections and a series of promotions to drive traffic and sales at Damiani stores and those of its retail partners.

Included among the promotions are weekend stays at luxury hotels, spa certificates and even a vacation in Italy.

The promotions come at a time when high-end jewelry brands are struggling with lower consumer demand and are battling to avoid the fate of venerable companies such as Henry Dunay, Michael Beaudry and David Webb, each of which filed for Chapter 11 bankruptcy in recent weeks.

While each of these companies touted their own celebrity followers and counted designs in high-end stores in the nation's most tony zip codes, in many of the cases, lowered sales due to the slowdown in the market weren't able to buffer the heavy burden of debts and additional costs.

Which leads to one strategy increasingly being used by jewelry designers and manufacturers: drumming up new--and oftentimes unusual--ways to stir traffic and sales.

Damiani designed two new collections specifically for its 85th anniversary: "Metropolitan Dream," a collection of rings and pendants inspired by the lights of the urban landscape, and the "Gomitolo 85th Anniversary," a collection of pave diamond and multicolored-gemstone-set rings in white, pink or yellow gold, each representing a different Italian city.

With a purchase of one of the Gomitolo rings, which have a starting price of $7,740 and range all the way up to $15,690, the buyer receives a one-week vacation in Italy, including airline ticket and hotel stay. With a minimum purchase of $6,000, of any combination of Damiani jewelry, the buyer gets a weekend stay at a suite in any Mandarin Oriental hotel in the Americas.

If a customer isn't prepared to shell out $6,000, yet is a fan of Damiani jewelry, any purchase from the brand will get the buyer a certificate for a massage at the St. Regis Hotel Spa in New York, the Montage Spa in Beverly Hills, Calif., or the Moana Lani Spa at the Westin in Honolulu.

And retailers can get in too through a specially designed promotion. Retailers that purchase a minimum of $100,000 through Damiani to sell in their stores receive a weekend at the Ferrari Driving School in Mont Tremblant, Canada, and get to race a Ferrari on a professional circuit.
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