Blog posts of '2017' 'July'

The opening of the FIRESQ shop in a new location at 91-93 Calea Victoriei represents for SMIRNEOS&Co not only the consolidation of its position in the diamond jewellery market but also the confirmation of a successful business model: bricks and clicks.

Four years ago, SMIRNEOS&Co, owner of the FIRESQ brand and of the Diamante.ro website, decided to roll out across its shops in Constanța and Bucharest this system, which emerged in the early '90s as a consequence of the rapid growth of the internet. Clients who wish to purchase engagement rings or diamond wedding rings enjoy all the advantages this system has to offer. Shoppers who visit the physical locations have the chance to interact, through technology, with the entire online jewellery collection; they can configure the pieces they want themselves or under the guidance of a consultant. Bricks and Clicks also allows clients who order jewellery online to collect their order from the physical shop. “It was a business decision I will never regret. We have earned the respect of our clients, whom we have grown even closer to, and — I would say without exaggeration — even that of our competitors. We have proven that we are extremely serious in everything we have done for 23 years in Romania, and bricks and clicks has led us to cover an ever-growing segment of this demanding market,” says Marian Constantinescu, CEO of Diamante.ro/FIRESQ. In the field of internationally certified diamond jewellery, it is essential to maintain a relationship of trust between supplier and client, given the values involved, whether we are talking about diamond jewellery or about investments in diamonds. In either of these situations, this business model proves its worth both for the end client and for the manufacturer that offers the product alongside a wealth of after-purchase services and guarantees. Source WallStreet.ro/press releases: https://comunicate.wall-street.ro/bricks-clicks-metoda-care-a-transformat-diamante-ro-in-liderul-pietei-de-bijuterii-cu-diamante-din-romania-569

This is the title of a well-known Romanian film released in 1982 (a comedy sprinkled with communist morals, but a decent enough film) and a pretext for us to talk about...IT and the online world. You read that correctly. That's exactly what we'll do. It's a field that particularly fascinates men, though the ladies aren't left behind either. Ironically, this article is about couples who decide, in one form or another, to make their relationship official. And what does that have to do with a computer, you'll ask? It does. A great deal, in fact. Anyone who sets out to search for engagement rings or diamond wedding rings turns first to the internet, the computer, that is. This time, however, we'll be referring to the computer in the most literal sense of the word: a complex piece of software, a configurator, that calculates roughly how much an engagement ring costs, based on a whole host of parameters. We found just such a thing on the diamante.ro website and asked Lucian Constantinescu, Communications Director of SMIRNEOS & CO (Diamante.ro/FIRESQ), what the reasoning was behind choosing to offer such a feature in the online shop. "We have one of the most complex calculators/configurators of this kind in Romania. Customers can choose for themselves what kind of internationally certified diamonds they want on their jewellery. The Diamante.ro configurator takes into account every parameter that matters when buying a piece of gold jewellery with diamonds: shape, carats, colour, clarity, cut, type of international certificate and...price. This last aspect is, ultimately, essential when you buy a pair of diamond wedding rings or engagement rings. Depending on your budget, the piece can offer varying degrees of splendour." Every couple in love probably goes through this searching phase, and the quality of the final purchase also depends on the success of this "research". So, on Diamante.ro, we found a very useful and transparent tool to help with this decision to buy a valuable piece of jewellery manufactured in Romania. These are important points because, more often than not, the purchase is made by men, even if behind the move there's "a her". And men aren't especially knowledgeable about jewellery, so what we found on Diamante.ro is a "godsend", because beyond that configurator you'll also find expert advice from people who know exactly what they're talking about. Don't ignore this advice when you're looking for gold jewellery with diamonds. These are valuable pieces, and it's very important to learn as much as possible before buying. Source Askmen.ro: https://www.askmen.ro/Stil_--d8/Fashion_--d122/Calculatorul-marturiseste-configurator-de-diamante_--a46305.html

Without giving it much thought, we tend to offer a firm, quick answer: yes. Except that, if we pause for a moment and look more closely, the answer is not quite so simple.

After a few dozen clicks through more or less friendly corners of the web (read: rather dubious websites), we landed on diamante.ro. And we stayed there not only because it has a friendlier look and feel, in terms of design, but because we were about to discover a Romanian success story behind it. Diamond jewellery handcrafted in Romania. The cleverly conceived collections and the inspired designs made us genuinely curious to hear the views of people who have been making jewellery for over 23 years. Lucian Constantinescu (Diamante.ro/FIRESQ): "We are proud of what we have created. Every day, fresh design ideas and the quality we offer are confirmed by the delight of our customers. From the very first day we chose to offer premium quality, from the precious metal to the internationally certified diamonds we work with." But the subject of this article has more to do with the idea of "fashion" in jewellery, and we wanted an informed opinion on it. We asked Constantinescu how things look through the eyes of a Romanian jewellery maker. "We are not really keen on this idea of fashion. It might apply to the jewellery you pay 10-15 lei for, those bracelets or pendants you pick up from the mall and take to the beach. Diamante.ro is something else entirely. We create engagement rings and wedding rings and some of the designs can end up costing as much as a city car. We make both series pieces and bespoke designs but, I repeat, we do not sell jewellery because it happens to be fashionable. We have a collection of wedding rings, for instance, inspired by the decorative friezes of the Holy Three Hierarchs Monastery in Iași. It looks absolutely magnificent. These are expensive pieces made only to order. How could such a piece of jewellery ever go out of fashion? It cannot." It sounds rather convincing, especially since we saw on diamante.ro the very jewellery Lucian Constantinescu refers to. In the end, it is a mindset we choose for ourselves. If we get it into our heads that a piece of jewellery has to be fashionable, then so it is. But if we have in mind the idea of investing money and feelings into a work of art made of gold and diamonds, we should make the purchase knowing that a grandchild or great-grandchild will one day look at that ring and fondly remember their great-grandfather or great-grandmother. In the end, a gold and diamond piece of jewellery is forever. Source:https://www.gasestebijuterii.ro/inele-de-logodna-2024/

What connection could there be between IT and the Romanian market for diamond jewellery? Seemingly none, except that, on closer analysis, we discover many interesting elements that turn buying a piece of jewellery into a valuable experience. We wanted to see what contact with a Romanian maker of diamond jewellery involves for the average customer. We set out to play the part of a "genderless buyer". What is that supposed to mean? Without alarming you unnecessarily, the genderless buyer is the buyer who is able to put themselves in the shoes of both a man and a woman in order to feel the experience or to buy exactly the right thing. But is that actually possible? Can a person be so objective that they see a 360-degree perspective without getting emotionally involved? It's harder, but it can be done. Let's start, say, with the general expectations of someone buying wedding rings. In this case, the decision is one taken together, because the two are engaged and both do the necessary research. Online or in physical shops. But above all online. When it comes to engagement rings, this plural isn't matched by concrete reality. Because we have one ring, not a pair. What's more, he is the one who chooses according to what he feels or knows she likes. And he chooses, in principle, online. Because it's simpler, because it's safe and because... he doesn't feel like hunting for a parking space. Technology plays an essential role. You look for a website that inspires you but also inspires your trust. We turned to those in the know to find out more. And we found out. "Buying a piece of diamond jewellery compares to nothing else. It's a whole process with both psychological and financial implications. The buyer of internationally certified diamond jewellery is determined and knows exactly what they're doing. This entire process, which takes place in a highly technically secure environment and with the utmost mutual trust, needs to be made easy for them", says Marian Constantinescu, CEO of Diamante.ro. When you buy a piece of gold jewellery with internationally certified diamonds worth, say, 10,000-12,000 lei, you want everything to be perfect, whether you're shopping online or going to a physical shop. But wherever you decide to buy the jewellery, in 2017 you can no longer ignore technology. One of the Romanian workshops that has strongly embraced technology and blended it perfectly with the "classic" is FIRESQ. The "bricks and clicks" method, for that's what it's called, is a business model that works all over the world. "We have both an online and an offline presence and that helps us enormously. We want to offer customers a valuable experience, however they decide to make their purchase: from in front of their computer or in the shop. We use specially configured tablets to provide, in the shop, all the information needed for a purchase. We keep a permanent online stock of over 50,000 diamonds and anyone can configure their ring right there in the shop. Alongside this support that draws on modern technology, let's not overlook the consultant who stands, in person, beside the customer", adds Marian Constantinescu. Whether man or woman, the buyer wants to know what they're spending their money on. And if technology can help them, all the better. A pleasant experience in a shop or on a website means a successful purchase and everyone can only be satisfied. Source Ziare.com: http://www.ziare.com/internet-si-tehnologie/tehnologie/tehnologia-aurul-si-diamantele-cumparatorul-fara-sex-1474711