Adamas
As was reported by TV Company Rifei in Perm, the Adams Group of Companies opened there its wholesale representation office. Its head manager Victor Meshalkin explained that the wholesale representation office was going to deal only with corporate entities, with stores, minimizing all the costs of these stores and offering a broad range of products and good-sized inventory on the spot. The end buyer, meaning here all the residents of Perm and the Perm Territory, will have an opportunity to buy Adamas’ products at more attractive prices.
The marketers of Perm and the Perm Territory stress that collaboration with the regional wholesale outlet is not only convenient, but will allow them to cut down financial costs.

Altyn
Last month we mentioned some of the changes in the advertising campaign of Altyn. In May-June, the company’s advertising thrust was tied to the end of the academic year and celebration of the Children’s Day (June 1). This is why, as in the previous year, the company used the opportunity of addressing one of the target groups of buyers. This time, it was parents:
“Children’s jewelry which is becoming more and more popular today will help you to give your little daughter her dream as present. Small rings, pendants and earrings made of gold will turn their owner into a real fairytale princess and will express your parental feelings to their full extent… May be someone will tell you that children are not mature enough to wear diamonds. Nothing of the kind! Small diamonds are a sort of mascot, a present for life, which can be given into inheritance… The academic year is coming to its end. The last school bell will ring on May 25. For many pupils this was their first year of learning, so it is high time to drop into Altyn and buy a jewel for your first-grader.”
At the same time, the forthcoming Children’s Day allowed Altyn to go back to their usual positioning based on making public their social activities and responsibility:
“Jewelry Holding Altyn was established 18 years ago and achieved great commercial success during its activities turning into a popular national brand. However, the greatest share of respect and admiration is won by the company’s social stance, its sponsorship and assistance to children. It is not surprising that Altyn has established a charity foundation called “Our Children.” The foundation is headed by Altyn’s Vice-President Antonina Babosyuk, for whom the revival of alms-deed practice started by the best people of Russia in the previous century is the state of her own soul.”
Among major advantages of the company Antonina Babosyuk in her interview to the “Karyera” edition mentioned “the huge assortment of products and flexible price policy.” A substantial part of the interview is dedicated to enumerating Altyn’s awards and its positioning as a socially responsible business:
“Since we have established a company which is responsible not only to supervising authorities (sending in reports, balance-sheets and so on), but also to the society, we should fulfil our civil duty, or be a socially responsible business. This is why supporting broad-scale humanitarian programs and sponsor assistance happens to be one of the components of our work.”
It should be noted that Altyn is the only Russian jewelry network which is regularly using jewelry ethics problems in advertising to boost its image.

Kristall Mechty
Jewelry House Kristall Mechty also used the Children’s Day (as well as the Year of the Family) as a news-making event. In the run up to this holiday, the company officially presented the long-announced jewelry collection designed by Natasha Koroleva and called “Daughters - Mothers.” In this way the singer, who for a long time already was the company’s official face, turned into a designer and, in a sense, into a competitor of Aaaron Basha, the “Hollywood moms” jeweller in the domestic market.
The presentation of the “first domestic jewelry collection made simultaneously for mothers and daughters” was mentioned by major “grass-root” editions (Komsomolka and MK). The adornments were demonstrated by six-year-old Katya Starshinova called Pugovka in the “Papa’s Darlings” TV serial (STS Channel). Besides, the presentation was backed up by actress and TV anchor Yekaterina Strizhenova accompanied by her daughter Alexandra and showman Alexander Revva with his daughter Alice. All the adornments were made in two versions: the larger ones for mothers and their smaller copies for children. The collection contains earrings, pendants and rings made of white and yellow gold and encrusted with sapphires and amethysts. The adornments are priced from 5 000 roubles to 10 000 euros.

According to Yulia Puzyreva, Vice-President of the jewelry house, in the end of the last year Kristall Mechty entered into a partnership agreement with a big diamond mining holding becoming the first jewelry company in Russia, which closed the jewelry production chain. Now Kristall Mechty has direct supplies of diamonds from Yakutia and is engaged in their cutting. The company also manufactures unique diamond adornments in its own factories “Yakutskiye Brillianty” and “Sozvezdiye Roskoshi.” This is why today Kristall Mechty has all the possibilities to offer the lowest prices for high-quality jewelry pieces with Yakut diamonds. Kristall Mechty provides quality certificates for its jewelry items specifying their characteristics. The company gives additional diamond certificates for diamond jewelry containing unique data – the place and date of mining the stones. Yulia Puzyreva says no other company can boast of giving such information.
The announced unprecedented 70% discount for all the product range and additional discounts offered to newly-weds and people bearing the names of the month’s saints will be a good lure to visit the jewelry boutiques of Kristall Mechty.