- Colored gemstones increasing in popularity
- Blue sapphires likely to benefit as market looks beyond white diamonds
- A source-to-sale model ensures ethical processing and quality
Diamonds may be forever, but there’s something eternal about sapphires as well. Their shades of blue evoke the ethereal expanse of the sky, bringing to mind endless possibilities. Recognized as a symbol of truth, power and royalty, the sapphire has lent its enchantment and esteem to the celebration of what are called sapphire anniversaries for marriages that have endured for 45 years. However, millennial gallants don’t need to wait almost half a century to show their affection. At Reign Sapphire Corp. (OTCQB: RGNP), they will find bangles and bracelets, bars and bands, earrings and finger rings, cuffs, studs, lockets and necklaces, all fashioned from this magnificent blue gemstone. With stones sourced in Australia, Reign Sapphire is offering the world collections of the finest jewelry. Given as gifts to demonstrate affection or to mark life’s defining milestones, each Beverley Hills-designed item seems destined to adorn the arms, hands and ears of Hollywood fashion icons and women of style.
The recent rise in popularity of colored gemstones is nothing new, as the engagement of Prince Charles, the United Kingdom’s Crown Prince, to Lady Diana, daughter of the Earl of Spencer, demonstrated in 1981. On that auspicious occasion, diamonds had to take second place. The prince presented his betrothed with a ring whose center stone was a 12-carat blue sapphire, complemented by 14 white diamonds. Since that happy day, the gemstone has been gaining in popularity, its future as bright as its vivid color. A survey by the Jewelers of America reveals that colored stone jewelry sales had an average gross margin of 51 percent and great potential for growth, comprising an average of just about 10 percent of total retail sales. As enduring as a diamond and almost as hard, a sapphire will last for eternity. Diana’s blue sapphire now graces the hand of Kate Middleton, Duchess of Cambridge and wife of Diana’s firstborn, Prince William.
Cognizant of its history, Reign Sapphire Corp. is betting its future on the blue gemstone. The company is the first global brand to exclusively market fine jewelry products featuring a specifically colored gemstone, the Australian sapphire. The company’s mission is to disrupt the market offering of traditional fine jewelry with design innovation, use of social and digital media networks and, most importantly, a distinctive attitude. As a result, Reign Sapphire has fashioned itself into a vertically integrated ‘source to retail’ custom jeweler offering ornaments of ethically processed, conflict-free sapphire and gold.
Reign Sapphire’s premier division is Reign Brands, which includes four niche brands. Targeted at millennials, pieces in the Coordinates Collection are inscribed with location coordinates that commemorate important events. Le Bloc is another line of classic customized pieces, and so is the athleisure brand, ION Collection. All stones in these collections are sourced in Australia, conflict-free and ethically produced.
As befits their wide appeal, the Coordinates Collection, Ion Collection and Le Bloc lines are marketed through a variety of channels, including social media, independent affiliates, internet advertising, wholesale relationships, and ‘word of mouth’ advertising. Moreover, the company has an exclusive international distribution agreement with third-party marketing companies to distribute these collections in the European Union, the United Kingdom, Dubai and Qatar at discounted prices. The agreement is for a term of five years and terminates in July 2021.
Launched in January 2018, the company’s new athleisure jewelry brand, ION Collection by Jen Selter, took off with a tailwind of over 1,000 pre-sale registrants and 36,800 Instagram followers (http://ibn.fm/obgsE). Those numbers are likely to increase. Jen Selter, the creative director of the ION Collection, is one of Instagram’s most followed social media mega influencers, with a combined following of over 33 million across all of her social media accounts. She has also been named one of Forbes’ ‘Top Ten Fitness Influencers’. Reign Sapphire has engaged StarShop to promote the Jen Selter ION Collection. StarShop is a pioneering celebrity-driven mobile commerce application launched through a collaboration between Sprint and its Pinsight Media+ subsidiary (http://ibn.fm/g0ioj).
marketing is paying off. In its first full year of operation, Reign Sapphire approached $1.3 million in revenues and achieved a gross profit of 60 percent. A key factor in this sales success is the growth of its social media following, which now includes over 200,000 Facebook and Instagram followers across all of its brands (http://ibn.fm/Z6vmh).
Reign Sapphire is following a ‘source to retail’ model for fine Australian sapphires, establishing itself at points along the value chain from mine-gate to retail display. The company’s approach reflects a trinity of deeply rooted ethical values – strength, power and honor – attributes that its designers aim to capture in every piece. The contract design team shapes, cuts and processes the rough sapphire material into gemstones. Manufacture by a top-of-the-line U.S. establishment takes place in Beverley Hills, while each jeweled adornment is packaged in a high quality, durable jewelry box or gift bag, together with a certificate of authenticity and warranty. Rough gemstones are procured directly from commercial miners in New South Wales, Australia, on an informal basis, as needed. The company believes that, since there is an extensive availability of supply, business can continue without disruption or adverse change in terms of pricing and availability.
For more information, visit the company’s website at www.ReignSC.com
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