Fiona Launches U.S. Website and “The New Forever” Campaign

Fiona Solitaires is pleased to announce the launch of its U.S. website and “The New Forever” advertising campaign to promote its focus on lab-grown diamonds.

The company launched the online campaign in November to promote the website and educate consumers on the benefits of purchasing gemstones that are not “blood diamonds” – those mined in African war zones, using forced labor in some cases, to fund armed rebel movements.

“The New Forever” advertising campaign’s goal is to capture and position this new class of diamonds, and to signal a positive break between mined diamonds of the past and cultured diamonds of the future.

Itgives socially conscious consumers the ability to avoid having blood on their hands by purchasing cultured instead of mined diamonds. Cultured diamonds also appeal to environmentally conscious consumers who are concerned that minersmust extract more than 1,750 tons of earth to find a single 1 carat rough diamond. Fiona will donate 5 percent of profits to charities that help rescue children from mining, and support environmental causes, said Saurabh Agrawal, who co-owns Fiona with his brother, Parag.

The campaign – produced by Campaign Precision, a Miami-based integrated digital marketing agency – is marked by one-liners including “If you mined, it matters,” “Never mined” and “Change your mined” to encourage consumers to consider cultured diamonds, which offer the exact characteristics of mined diamonds at a fraction of the cost.

“Cultured diamonds tend to cost about 50 percent less than mined diamonds,” Saurabh Agrawal said.

Technological advancements have made it possible to recreate the earth’s conditions and create diamonds that are atomically identical to mined diamonds, Agrawal said. In July, the Federal Trade Commission officially recognized them as real diamonds.

For those who prefer to spend two month’s salary on a down payment for a home instead of an engagement ring, Fiona also offers moissanite. Moissanite is made from naturally occurring silicon carbonite and also can be manufactured in a lab to create an earth-friendly, conflict-free gemstone that is about one tenth the price of a mined diamond and is as durable.

Fionadiamonds.com offers consumers a step-by-step process for selecting their jewelry by choosing the setting, gemstone and size. Fiona offers free shipping, a 30-day return policy, and a lifetime warranty.

Fiona controls the entire process in the supply chain from lab-mines to market, which creates savings that are passed on to customers.

“We take pride in our trendy designs, and our talented designers also work with customers to bring their custom ideas to life,” Agrawal said.

For more information, visit fionadiamonds.comor call 800-918-1630.