HD Group Guide 2017 - Hot Diamonds
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HD Group Guide 2017
W elcome...
Welcome to the HD Group Brand Guide 2017 – your one-stop-shop for all the information
you need to optimise your sales across the exciting three brands in our portfolio: Hot
Diamonds; Emozioni and Anaïs Paris.
Please read the following pages carefully.
At HD Group we aim to be the most flexible and friendly of jewellery companies to work with
and we pride ourselves on providing our retail partners with the very best service we can. As a
valued retail partner of HD Group, we will not let you down on service and quality of product -
this is something we take very seriously indeed.
3
In reciprocation, we would ask that you pay particular attention to the ‘merchandising
guidelines’ section of this catalogue.
We need to ensure that all retail partners standardise their branded displays according to
our guidelines so that we can optimise sales. Even more importantly, we need to create and
maintain strong jewellery brands in the UK market through standardisation from one point-
of-sale to another. If we all work together on this, we will all be better off as a result!
Thank you so much for your help and for the continued loyalty you show towards HD Group
What we love to do for you...
and our three brands!
Yours sincerely,
• Same day dispatch and next day delivery*
• No minimum order quantities
• 10% staff incentive scheme
Sanford S impson • 10% returns allowance
• 50% local advertising contribution
• Free in-store marketing support
• Free social, web and paper marketing support
• Exceptional and dedicated Brand Manager team
• Regular promotions (at least part-funded by HD Group) across all brands to drive constant sell-through
• Free and unique market-leading point-of-sale solutions
• Attractive branded furniture deals
• The constant and tireless nurturing of our creations – Hot Diamonds, Emozioni and Anaïs Paris
* Standard conditions apply.
ew
promotions with
marketing packs on each brand
We are thrilled to announce that we will be running promotions every 4 months on all 3 brands: Hot Diamonds, Emozioni
and Anaïs Paris.
Each promotion on each brand will be supported by one of our fabulous new marketing packs which we will send directly
to your store/head office.
These packs include a USB which will contain all of the marketing creative you need to promote the offers effectively within
all of your marketing channels:
Contents
• In-store graphics
• Web banner graphics and email campaign templates
• Social media graphics (Facebook, Twitter and Instagram) and suggested wording/hashtags
• Local advertising graphics
5
• Complete web product images and product specifications across full range
Please utilise these packs to the full – they will really help optimise the sales of each brand throughout the year!
6 New! Promotions with marketing
packs on each band every 4 months
8 Staff incentive scheme
9 Free marketing collateral
16 50% local advertising contribution
18 10% returns allowance
19 Furniture deals
22 Display instructions
28 How to sell Hot Diamonds
30 How to sell Emozioni
36 How to sell Anaïs Paris
taff Incentive ree Marketing
Scheme
Collateral store
for your
We are happy to provide you with beautiful marketing collateral for
your store completely free of charge. To order please call
our customer services team on 01189 753331
/ email cs@hdgroup.com
PERIOD: (e.g. September/October 2015) STORE CONTACT NAME:
STORE NAME: STORE CONTACT TELEPHONE:
STAFF INCENTIVE SCHEME SALES EVIDENCE FORM (staff order
form overleaf)
code quantity description value at retail total line sales person have you
in catalogue price value at retail (if you want attached
(free items given away price to log this your till
in consumer launch information) receipt?
packs have a zero (please tick
value) once attached)
(e.g.) DP565 2 Bee pendant £69.95 £139.90 Anne
7
You can earn 10% of the value of your Hot Diamonds, code quantity description
in catalogue
value at retail
price
(free items given away
total line
value at retail
price
sales person
(if you want
to log this
have you
attached
your till
Emozioni and Anaïs Paris sales to spend on your very in consumer launch
packs have a zero
value)
information) receipt?
(please tick
once attached)
own HD Group jewellery collection, by participating in
the staff incentive scheme.
• We have included a staff incentive scheme
form for each brand within this pack
• Simply complete the appropriate form as
you sell your jewellery and send to Hot
Diamonds, with your till receipts, at the end of GRAND TOTAL:
10% OF GRAND
each 3 month period.
TOTAL FOR
JEWELLERY
CLAIM:
• The form section also contains an order form
so you can easily request the jewellery you STAFF INCENTIVE SCHEME ORDER FORM
PAGE 1/2
want when you submit your form. code quantity description
in catalogue
value at retail price total line value at
retail price
• The 3 month rolling periods are as follows:
Period 1: Jan/Mar
Period 2: April/Jun
Period 3: Jul/Sep
Period 4: Oct/Dec
GRAND TOTAL:
(MUST BE EQUAL TO OR
LESS THAN THE 10% OF
Your forms from the previous quarter incentive must
GRAND SALES TOTAL FOR
JEWELLERY CLAIM)
be sent in and received by the 15th of the following
month. For example Jan/Mar period should be sent
HDGSTAFF1
PAGE 2/2
in by 15th April. Please send forms to: FAO Accounts, Historic Originals, Unit A1 Worton Grange Estate, Worton Drive, Reading, Berkshire, RG2 0TG.
Any queries, please call customer services on 0118 975 3331 or email cs@hdgroup.com
YOUR FORMS MUST BE RETURNED WITHIN 2
WEEKS OF THE END OF EACH 3 MONTH PERIOD.
PLEASE NOTE: YOUR SALES ON EACH BRAND NEED TO EXCEED £750 FOR THE PERIOD FOR YOU TO BE ABLE TO CLAIM
YOUR STAFF INCENTIVE REWARD.
Real diamonds
in every design...
Real diamonds
in every design...
A2 WALL POSTER
1617WALLA2HD
420MM (W) X 594MM (H)
A1 WALL POSTER
1617WALLA1HD
Real diamonds
594MM (W) X 841MM (H)
in every design...
Trend
NEWCOLLECTION
PULL UP POSTER new
PARADE
1617PULLUPHD
Bracelet
Rose Gold Plated
DL534– £159.95/€208
850MM (W) X 2000MM (H)
9
new
PARADE
Bracelet
DL533 – £129.95/€169
HOT DIAMONDS
CATALOGUE
62 63
Hot Diamonds Hot Diamonds
AW16TCHD
Real diamonds
ot Diamonds
in every design...
Marketing
Collateral
Real diamonds
in every design...
A7 VISUAL FOR ACRYLIC STRUT A8 VISUAL FOR ACRYLIC STRUT
1617ACRYLA7HD 1617ACRYLA8HD
105MM (W) X 77MM (H) 52MM (W) X 77MM (H)
(ACTUAL SIZE) (ACTUAL SIZE)
TO ORDER CALL 0118 975 3331 OR EMAIL cs@hdgroup.com
mozioni
Marketing
Collateral
A2 WALL POSTER
1617WALLA2EMO
420MM (W) X 594MM (H)
AUTUMN/
WINTER PULL UP POSTER
2016 1617PULLUPEMO
11
850MM (W) X 2000MM (H)
uattro
Quattro is a stunning new
coin concept from Emozioni.
It takes the collection to a new
45
level, where FOUR FABULOUS
LOOKS ARE DELIVERED BY ONE
BEAUTIFUL COIN.
Quattro is effortlessly versatile,
wonderfully crafted and
extraordinarily elegant.
FASHION Jewellery
A1 WALL POSTER
Collection OF THE YEAR 2015
VOTED BY THE UK CONSUMER (PROFESSIONAL JEWELLER SURVEY) - THANK YOU FOR VOTING FOR US!
1617WALLA1EMO
594MM (W) X 841MM (H)
EMOZIONI CATALOGUE
AW16TCEMO
Free
Get your
coin worth
£50/€60
up to
SEE REVERSE
FOR DETAILS
Giove Fantasy Rose Gold Plated
DE459 DE458
£59.95/€72 £49.95/€60
Crafted from STERLING
SILVER, with rose
gold plated and yellow Giove Turquoise Rose Gold Plated
gold plated options
DE463 DE462
newadditions £49.95/€60 £39.95/€48
A6 GRAPHICS Giove Pearl Rose Gold Plated
Q1 PROMOTIONS
DE461 DE460
£49.95/€60 £39.95/€48
FREE COIN OFFER
Scintilla
Champagne Rose Gold Plated
DE455 DE454
£49.95/€60 £39.95/€48
Scintilla Rose Gold Plated
DE457 DE456
£49.95/€60 £39.95/€48
EMOZIONI WISH LIST
AW16WLEMO
TO ORDER CALL 0118 975 3331 OR EMAIL cs@hdgroup.com
naïs Paris
Marketing
Collateral
WELCOME
to the world of
Your unique
1617A6GRAPHAN
Anaïs collection recounts
your beautiful story.
A6 VISUAL
FOR ACRYLIC STRUT
1617A6GRAPHAN
105MM (W) X 148MM (H)
ANAÏS PARIS WISH LIST
AW16WLAN
13
BIRTHSTONE
COLLECTION VISUAL
1718LOWGAN
150MM (W) X100MM (H) AUTUMN/
WINTER
Your
Symbols2016/17
07
Cross
Precious Birthstone Gems Garnet
Faith
GARNET
JANUARY
EMERALD
MAY
BLUE AGATE
SEPTEMBER
K EEPER S Sterling Silver Rose Gold Plated
EX116 EX117
Adorned with a precious diamond, £34.95/€42 £39.95/€48
AMETHYST MOONSTONE ROSE QUARTZ your Anaïs keeper is the sanctuary
FEBRUARY JUNE OCTOBER for your treasured charms.
Crown
27
Rose Quartz
GREEN RED CITRINE Wisdom
AVENTURINE CARNELIAN NOVEMBER
1617A7GRAPHAN
MARCH JULY
Sterling Silver Rose Gold Plated
EX118 EX119
WHITE TOPAZ PERIDOT BLUE TOPAZ £34.95/€42 £39.95/€48
APRIL AUGUST DECEMBER
BESPOKE “CEILING TO ANAÏS PARIS CATALOGUE Key Wishbone
FLOOR” LIGHT BOX
Blue Agate Green Aventurine
BIRTHSTONE GEM VISUAL AW16TCAN
Self Realisation Luck
Sterling Silver Rose Gold Plated Sterling Silver Rose Gold Plated
1617A7GRAPHAN
EX216 EX217 EX092 EX093
£34.95/€42 £39.95/€48 £34.95/€42 £39.95/€48
105MM (W) X74MM (H)
TO ORDER CALL 0118 975 3331 OR EMAIL cs@hdgroup.com
50% Local Advertising
contribution
We are very happy to continue to offer our popular 50% local advertising solution which supports our retailers
in advertising our brands in the local press. We have a stunning local advertising template ready to go for each
brand, just waiting for your logo and store details to be added!
All you need to do is contact our customer services team on 01189 753331/ cs@hdgroup.com and we will get
started on designing your advert with your details included.
Please obtain the file specification, dimensions and bleed requirements from the magazine and then order according
to the contact instructions above, including this information for quick electronic supply.
15
To Claim your 50% contribution please send a copy of the advertisement with a copy of the invoice you receive
from your publisher to: Retailer Marketing Support; HD Group: Unit A1 Worton Grange Estate; Worton Drive;
Reading. RG2 0TG and we will credit your account with 50% of this amount up to £150.
10% Returns Allowance
Every May and June, we allow our retailer partners to return jewellery to a value of 10% of their sales during the
F URNITURE offers
HD Group has created a fabulous array of stunning retail furniture proven to greatly
enhance the sales of each of the three HD Group brands.
April to March period of the previous financial year.
Simply contact our finance team at the start of May of each year (01189 9754243 / accounts@hdgroup.com) and
they will provide you with a returns allowance figure based on your previous year’s sales.
Decide what you want to return within this limit, complete the RAN that our finance team will send to you, and return your
jewellery once the RAN has been authorised.
PLEASE NOTE: all items returned must be carefully packaged and received by HD Group in pristine and re-saleable
condition.
17
FURNITURE OFFER (applies to all
furniture types). See page 18 for details.
he HD Group
FURNITURE
For every £1000 you spend with HD Group during the 12 months after
ANAÏS CABINET
buying your furniture, we will deduct £100 from the cost of the furniture. SIZE: 111cm (H) X 100cm (W) X 60cm (D)
£2000/€2400
FOR EXAMPLE, if you purchased a display tower from HD group in June EMOZIONI DISPLAY TOWER
2017 we would invoice you £1000 for the furniture. If you then spent SIZE: 50cm (D) X 50cm (W) X 210cm (H)
£1000/€1200
£10,000 with us between June 2017 and May 2018, we would credit you
19
£1000 in June 2018 and you would have received your furniture for free.
If you spent £8000 during that period we would credit you £800 and your
furniture would have cost you £200. Additional carriage charges will apply.
THIS DEAL APPLIES TO ALL THE VARIANTS OF FURNITURE SHOWN BELOW.
TO DISCUSS THESE DEALS, PLEASE CONTACT YOUR BRAND MANAGER
(MAP ON PAGE 43).
A UNIT A UNIT
C UNIT
HOT DIAMONDS DISPLAY TOWER HOT DIAMONDS SHOP IN SHOP
SIZE: 50cm (D) X 50cm (W) X 210cm (H) MIDDLE C UNIT SIZE: 35cm (D) X 122.5cm (W) X 230cm (H)
£1000/€1200 SIDE A UNITS SIZE: 25cm (D) X 40cm (W) X 230cm (H)
MIDDLE C UNIT: £2000/€2400 (UK ONLY)
SIDE A UNIT X2: £900/€1080 EACH (UK ONLY)Hot Diamonds Display Tower
Please ensure your standard Display Tower point-of-sale
is set up exactly as per the image beside. Please do not
deviate at all from this instruction as we need to carefully
standardise our presentation throughout the UK.
Hot Diamonds Shop In Shop
Please ensure your Shop-in-Shop Hot Diamonds point-
Merchandising
of-sale is set up exactly as per the image below. Please
do not deviate at all from this instruction as we need
to carefully standardise our presentation throughout
Instructions the UK.
ow to Set up
your HD Displays
21
Hot Diamonds Standard Point-of-Sale
Please ensure your standard Hot Diamonds point-of-sale is set up exactly as per the image
below. Please do not deviate at all from this instruction as we need to carefully standardise our
presentation throughout the UK.
TO ORDER CALL 0118 975 3331 or CONTACT your brand manager (see page 43). TO ORDER CALL 0118 975 3331 or CONTACT your brand manager (see page 43).Emozioni Display Tower
We will be sending you new props for your Emozioni DT
Display in early February 2017.
Please ensure your new Emozioni DT point-of-sale is
set up exactly as per the image below. Please do not
deviate at all from this instruction as we need to carefully
standardise our presentation throughout the UK.
Merchandising
Instructions A6 quarterly
promotional
ow to Set up
graphic
your Emozioni Emozioni Standard Display
Displays Please ensure your new Emozioni point-of-sale is set up
exactly as per the image below. Please do not deviate
at all from this instruction as we need to carefully
23
standardise our presentation throughout the UK.
Emozioni Standard Point-of-Sale
We will be sending you new props for your Emozioni display in early February 2017 and these
will arrive with a merchandising guide to help you make the necessary changes to your current
displays. This new display will accommodate a new price presentation strategy. Please see
below for how this new point of sale should be set-up.
A6 quarterly
promotional
graphicPlease display Anaïs Paris
according to the GUIDE shown below.
• Please pay particular attention to where the birthstone charms are located and where all of the
supporting marketing graphics are located.
• Please note: each charm is delivered with its own brown description tag.
• This should be placed in the rectangular recess on the POS underneath the charm so that the
consumer can see clearly what the charm symbolises and what the gemstone that accompanies
Merchandising •
the charm is.
We strongly recommend both the window (tall) and internal (short) display is fully utilised.
Instructions • We also strongly recommend the use of our branded furniture and branded light box to promote
the brand.
ow to Set up
your Anaïs Paris Anaïs Standard Point-of-Sale
Displays Please ensure your Anaïs point-of-sale is set up exactly as per the image below. Please do
not deviate at all from this instruction as we need to carefully standardise our presentation
throughout the UK.
25
When you order our Anaïs Paris collection, you will be sent 2 displays. One high display
to place in your window, and one low display to place in your cabinet. Your Anaïs cabinet
will be sent separately.The key attributes of Jewellery
Hot Diamonds is renowned world-wide for its superlative quality and wonderful
gift wrap. It is important to ensure the attributes of Hot Diamonds are fully
explained to the consumer in order to help convert the sale.
Please use the five steps below to effectively communicate the quality of Hot Diamonds:
1. REAL DIAMONDS
There is a real diamond in every design (all of our diamonds adhere to the Kimberley Process and so are conflict free).
2. RHODIUM-PLATING
Every design is rhodium-plated for long-lasting shine and tarnish prevention. Rhodium is a very expensive precious
metal (far more expensive than gold) and so this attribute is one that many other silver brands are unwilling to
27
match. Items with a gold finish are 18ct rose gold or yellow gold plated.
3. WORLD FAMOUS GIFT-WRAP
Each Hot Diamonds purchase comes with world-famous gift-wrap making Hot Diamonds one of the most-loved
gifting jewellery brands around today.
4. UK SUCCESS STORY
Hot Diamonds is a100% UK owned brand making it a
fabulous UK success story.
5. LIFE TIME GUARANTEE
Hot Diamonds is so confident of its quality and longevity
that it is happy to offer its consumers a no-quibble ‘life-time
guarantee’ against manufacturing defects.
OW TO SELL
HOT DIAMONDS1. Interchangeability
Of course, one of the key features of Emozioni is the interchangeable nature of the coin concept
which allows the consumer to match their outfit or mood with the suitable coin, keeper and
chain. This is the first attribute of the concept to explain to the consumer.
2. Free Coin Offer
29
Next, it should be explained to the consumer that there is an introductory
offer on Emozioni which allows the consumer to get their first coin for
free (up to £50 for 33mm and £40 for 25mm) when the consumer
buys any keeper and chain. Download your Coin Offer Claim Form at
hotdiamonds.co.uk/retailerforms
FREE Coin
Buy any KEEPER plus
any CHAIN and choose
1617A6OFFEREMO
a FREE coin worth
£50
OW TO SELL up to
EMOZIONI
25mm Offer SAVE £40 / 33mm Offer SAVE £50THE CHAINS
Chains are either 925 sterling silver (with rhodium
plate), or gold-plate on 925 sterling silver.
OW TO SELL
EMOZIONI
3. Free
Jewellery Box
The 3rd aspect of Emozioni that should be explained
to the consumer is that they receive a fabulous
free jewellery box with their first keeper, chain and coin
purchase. This jewellery box will house their collection as they
add to it over the months and years to come.
THE KEEPERS
31
All keepers are adorned with a real 1pt diamond. All
silver keepers are 925 sterling silver with a rhodium-
plate or black rhodium plate. All rose-gold keepers
4. The Jewellery
are rose gold-plate on 925 sterling silver. All
yellow-gold keepers are yellow-gold plate on 925
sterling silver. Reversible keepers contain a real
1pt diamond on one side and cubic zirconia
on the other side.
Of course, it is also essential to understand
the attributes of the jewelleryTHE BANGLES &
BRACELETS
All bracelets are made from 925 sterling
silver, with rhodium-plate or with rose-
gold plate accents. All bangles are made
from stainless steel, with silver plate and
rose-gold or yellow-gold plate beads.
THE EARRINGS
These Emozioni earrings are the perfect partner for
your Emozioni pendant and bangle collection. They
are crafted from 925 sterling silver, with rose-gold
plate and yellow gold plate options.
33
THE COINS
All coins are silver-plate with rhodium finish,
rose-gold or yellow-gold finish. Some coins
contain glass. Some coins contain cubic
THE RINGS
zirconia. Some coins contain faux leather. These stunning rings are crafted from 925 sterling silver, with
Some coins contain natural mother of pearl rhodium plate or rose gold plate options. Some rings contain cubic
zirconia and some rings contain glass stones. The Emozioni rings
are available in sizes K to Q.ewellery
THE LOCKETS
“There is a real diamond in every Anaïs Paris locket”
• Anaïs Paris jewellery lockets are crafted from precious materials
• They a made from 925 sterling silver and some designs are 18ct
rose gold plated
• The rose gold plating is 1 micron in depth and e-coated to ensure
longevity
• All gemstones set within the lockets are genuine
• There is also a real diamond in every Anaïs Paris locket
35
THE CHAINS
“Many different looks are available and the chain
design is integral to the collection”
• The Anais Paris chains are crafted from 925 sterling silver and some designs are rose gold plated.
OW TO SELL •
•
•
The rose gold plating is 1 micron in depth and is e-coated to ensure longevity.
The chains are available in 3 lengths: 18”, 24” and 30”
Some of these lengths are extendible in design for further flexibility.
ANAÏS PARIS
• Many different looks are available and the chain design is integral to the collection.How should I package Anaïs Paris?
• The lockets are packaged in a beautiful white box and silk pouch which in turn are placed in a stunning
Anaïs Paris carrier bag.
OW TO SELL • The charms are packaged in miniature branded pots which are placed within luxurious white card
envelopes for the consumer.
ANAÏS PARIS
How do I serve Anaïs Paris as it’s fiddly to
THE CHARMS take the charms and lockets off the display?
• Your Anaïs Paris jewellery will have been sent to you with 3 branded serving trays
“Each charm is sold with 2 loose genuine gems • You should place your potted charms and lockets in the circular areas on these trays
that symbolise the same sentiment as the charm • You should place the brown charm description underneath the pot on these trays
• When a consumer selects what they want from the display or the wish list, simply locate the charm/
they accompany” locket from the tray and serve the consumer accordingly without touching the actual display - very
quick and simple.
• The Anaïs Paris charms are crafted from 925 sterling
silver and some designs are 18ct rose gold plated
• The rose gold plating is 1 micron in depth and
•
e-coated to ensure longevity
All gemstones set within the charms are genuine The Anaïs Paris wish list
• Each charm is also sold with 2 loose genuine
gems that symbolise the same sentiment as the “Please use these wish lists to show
charm they accompany. customers the whole range of charms
and lockets available”
37
• Your store will receive 50 Anaïs Paris wish lists with your opening order to get you started.
• After that your store will receive a wish list with every of Anais Paris locket and charm
ordered.
What are the key benefits •
•
Please use these wish lists to show customers the whole range
of charms and lockets available.
Please also provide every Anaïs Paris consumer
of Anaïs Paris that should with a wish list in their Anais Paris carrier bag.
be communicated to the
consumer?
“Easy gift solutions are the birthstone charms and also the letter charms, which are set
with genuine white topaz”
• Anaïs Paris is a new, fresh and on-trend way to wear sentimental jewellery
• Anaïs Paris allows consumers to select their preferred chain, locket and charms to start building their own personal
Anais Paris jewellery collection
• Each Anaïs Paris charm is accompanied by 2 loose genuine gemstones
• IMPORTANT - these gemstones share the same meaning as the charms they accompany thus supporting and
reinforcing the sentiment the consumer is celebrating
• Anaïs Paris comes with a 2 year no quibble guarantee
• Anaïs Paris is beautifully packaged making it a perfect gift or self-treat
• Easy gift solutions are the birthstone charms and also the letter charms, which are set with genuine white topaz.Brand
MAP
Manager
39
BRAND
MANAGERS
JOAN RAITT CAROLYN BAKER
T: 07717 861262 T: 07512 865886
E: joan.raitt@hdgroup.com E: carolyn.baker@hdgroup.com
ANDREW MILLS STEPHEN REGAN
T: 07920 007663 T: 07539 458693
E: andrew.mills@hdgroup.com E: stephen.regan@hdgroup.comt: 0118 975 3331 - f: 0118 975 4200
e: cs@hdgroup.com
SS17MGHDG
www.emozioni.com - www.hotdiamonds.com - www.anaisjewellery.comYou can also read
