Creativity springs from the darkest moments — and for the jewelry segment, a market flush with highly emotive, personalized totemic tokens, the opportunity to transcend is palpable, and already in motion.
Archer explained that from her perspective, diamonds innately connected to the intense emotion behind the brand’s concept. “Diamonds represent something that is permanent and beautiful, which is very much like the memories of those we have loved,” she told WWD. “Wearing something that is special and rare, not only demonstrates how important those we have lost are to us, but also, how we carry their memory, and now a part of them, wherever we go.
And the brand’s particularly unique take on tying emotion tangibly into product lends itself well to standing out in a niche market. “Eterneva has become influential in our niche, as we are notable in the celebration of someone’s life. Although diamonds are what we create, we do not necessarily compete with others in the traditional diamond market.“The uniqueness of our product places it into a category by itself,” Archer said.
“The past two years caused people to reassess what is truly important in life, and when people do that, they want to honor those new priorities with something special and rare.” Archer noted that the brand’s relationship with its customer base evolves as the consumer evolves. “Our goal is to continue to provide customers not only with an amazing item of remembrance, but a special and nurturing experience. Our customers are our priority, and we understand the importance of the responsibility and trust they are giving us in letting us provide them this unique service.”
“Every year, we reevaluate our customer experience, from our ‘welcome kit’ to our personalized and continuous interaction through this journey. Through that examination, we are constantly looking for new ways to better our service and meet our customers’ needs.”
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