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August 14, 2014

A Diamond Triple Crown

By Chris Boyle

The old adage goes “time is money” and for elite travelers, one of the reasons you like your private jet is it saves you lots of time.  Kay Jewelers and Jared, the Galleria of Jewelry, have over 1,000 locations spanning 50 states, so they are probably convenient. They are also the exclusive retailer for The Leo Diamond by Leo Schachter in the United States.  While many Americans probably have heard of all three via their seemingly endless television commercials, you may remember Oscar winner Robin Mathews wearing her Leo  earrings on the red carpet.


Behind the advertising is actually an interesting story.  Leo Schacter traces its roots four generations to 1952 and at age 90 the patriarch still comes to the office in New York to check in on his empire that includes offices for sales and manufacturing in Tel Aviv, Hong Kong, Mumbai, Botswana, Shanghai, Shenzen and Bangkok.  In fact, the company’s success globally is significant with 60 retail stores selling its creations in Hong Kong alone with another 90 in China.


Rebecca Foerster who serves as Executive Vice President of Strategic Planning and Marketing says the philosophy is “to be the best consumer centric diamond company in the markets we serve.”


The Leo Diamond first came to fame in 1998 when it was measured for fire, sparkle and brilliance in addition to the traditional “Four C’s” color, cut, clarity and carat weight.  The patriarch says simply, “The unique cut that makes the Leo Diamond visibly brighter took four generations of master artisans to design.  It’s a family secret we treaure.”


To qualify as a Leo Diamond, a stone needs to rate “Very High” in two of the categories – fire, sparkle and brilliance.  However the company is now taking things to the next level with the “Leo Artisan.”  To make the rank a diamond needs to be ranked “Very High” in all three categories, according to television style expert Michael O’Connor who is helping the firm promote its newest innovation.

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O’Connor whose media credentials include Hollywood Reporter, Us Weekly, People, CNN, Vogue, ABC News, E! Online and Access Hollywood among others says Leo Schachter is also on trend by bringing back wraps that enable the bride to wear her diamond as a solitaire (very popular now) or add a halo, also a hot trend.  Natalie Portman’s engagement ring is an example.


Frank Cirillo, Public Relations Manager, for Kay and Jared parent Sterling Jewelers encourages elite travelers to visit.  He says Jared is known for providing great levels of service in stand alone locations many with facilities for children while Kay tends to be well located within malls.  Either way, if time is money, chances are you can keep the jet in the hangar and simply drive.


No matter where you are looking at jewelry, Foerster, an industry veteran says a highlight of working for Leo Schachter is “the aha moment at the counter” when you see the diamond.

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