The jewelry brand that made its name in the U.S. on the arm of celebrities like Madonna and Beyoncé now has its sights set on a more expansive demographic.
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Viawear makes a smart bracelet called Tyia and is the latest in a line of companies bought by the jewelry manufacturer.

Here are the top five stories published on NationalJeweler.com for the week of May 29 to June 4, according to Google Analytics.

The Zimbabwe-born lawyer-turned-designer introduced her jewelry line to the U.S. market at Couture.

The Greek powerhouse jewelry designer and Couture Design Award winner returns to Vegas with plenty of newness at the Couture show.
While the pearl is perfectly positioned as the gem of the month, June also can call alexandrite and moonstone its birthstones, and this 10X blog showcases great pieces featuring each.

De Beers’ diamond brand announced that its holiday marketing campaign will aim to drive consumers into stores through product-specific advertising featuring two-stone jewelry.

As the trade shows kick off in Las Vegas, Editor-in-Chief Michelle Graff reminds jewelers what they’re really selling when they sell jewelry.

The two organizations will introduce the addition to consumers next month via a public relations and marketing campaign led by Jewelers of America.

The online jeweler has opened another New York location for customers to try on merchandise before ordering through the website, and announced a search for a new chief digital merchandising offer.
Scheduled to take place in late June, the viewing of exceptional and special diamonds will mark a first for De Beers’ auction arm in the United States.
Just having a regular retail space is not going to cut it today, writes Jim Alperin. Jewelers need to figure out how to turn their store into an experience.

The 5.03-carat fancy vivid green diamond, purchased by Chow Tai Fook, now is the most expensive green diamond ever sold at auction.

Irish jewelry company Love & Robots uses 3-D printing technology and historical weather data to commemorate the wind patterns of a particular date and place.
Venus Jewel will donate money to Jewelers for Children for every individual who participates in their in-booth diamond identification challenge at JCK Las Vegas.
A 5.50-carat fancy vivid pink diamond topped its highest pre-sale estimate by $2 million at Christie’s Tuesday, making it the latest colored diamond to turn in a strong performance at auction.
The largest fancy vivid blue diamond in the world sold for $23.8 million at Christie’s Wednesday, pushing the auction total past $150 million and setting a new world auction record for a jewelry sale.
Though the sale set a new record for per-carat prices for lower quality stones, it was only 76 percent sold by weight and 79 percent sold by value.

The rich history of the French maison de haute joaillerie will be recounted in a series of books from Assouline due out this summer.
American Gemological Laboratories will perform on-site testing of colored stones at JCK Las Vegas as well as the Las Vegas Antique Jewelry & Watch Show.

Here are the top five stories published on NationalJeweler.com for the week of May 22 to 28, according to Google Analytics.

Tiffany, Signet and Movado all released their first quarter numbers this week, with very mixed results amid a challenging retail environment.

Vegas is going to be a whirlwind, but Associate Editor Ashley Davis won’t leave Sin City without checking out this set of new and established jewelry designers.

Jewelry brands Luis Morais and Aaron Basha are teaming up for an ongoing partnership that will be shown to buyers and press for the first time in Las Vegas.
Sales and income were down for the watch company, which also lowered its annual outlook as the retail environment remains challenging.