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Duraflex Group Australia (DGA) will celebrate the launch of new lab-created diamond jewellery products at the International Jewellery Fair this weekend with a 3-carat diamond giveaway.
‘Created Diamonds by DGA’ is a collection of lab-created diamond jewellery supplied by DGA under the Diamonds by DGA brand.
Managing director Phil Edwards told Jeweller that since the launch of the brand last year, retailers and consumers alike have shown an increasing level of interest.
“Retailers have been very positive about the strong core collection of essentials in the Created Diamonds by DGA collection,” Edwards said.
“Interest is increasing as acceptance within stores expands for lab-created diamond products. This is driven by the younger demographic of customers enquiring directly at the store level for lab-created diamond jewellery.”
At the Sydney Fair, the collection will introduce new fancy cuts, including emeralds and pear. Each diamond above 0.5-carat carries a report from the International Gem Institute.
With the aim of offering eye-catching timeless designs, the jewellery is created in recycled 18-carat white gold, featuring diamonds in F colour with VS2 clarity.
Edwards said that one of the key strengths of the brand was the use of recycled gold.
“The concept for the giveaway is to create excitement among our retail partners and reward their orders at the fair,” he said.
“The advantage of using recycled gold is that the quality does not degrade. The purity of gold remains the same as the day it was mined. Recycling gold involves fewer chemicals and reduces environmental impact when compared to mining new gold.”
Any visitor that places an order with one of the distributor’s brands will enter the running for a three-carat VS2 F-colour emerald cut stone.
Retailers will receive one entry into the draw for the three-carat diamond for every order made, with an additional entry for every $1,000 spent.
The Sydney Fair begins at the ICC in Darling Harbour on 19 August. Registration, event times, and other information are available at jewelleryfair.com.au.
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