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Diamond Nexus refreshes brand image as it prepares for accelerated growth


As a leading online jeweler, Diamond Nexus has made its mark on the industry by becoming the largest retailer of fine jewelry set exclusively with laboratory-created precious gemstones.  Now, as the company looks to accelerate the rate of it’s retail expansion, it introduces a complete rebranding.  

The most noticeable change comes in the company’s name itself.  Long known as Diamond Nexus Labs, or DNL for short, the company has dropped the “labs” and it’s Retail and E-Commerce businesses will now be known simply as “Diamond Nexus”, however the company’s Austin Texas research facility and coatings lab will still be referred to as “Diamond Nexus Labs”.  

The company’s CEO, Gary LaCourt, explains this was done to make the company more marketable as it expands. “As we look to rollout more retail locations and significantly increase our website traffic, we wanted a name that was more manageable.” he explained “We have some major expansion on the horizon and a simple and modern brand makes that easier.”  The company has plans to add several new retail locations over the next few years and is also launching a new website that it hopes will increase online sales.  

To coincide with the name change, the company has also refreshed its logo. The logo previously featured the letters DNL intertwined with a diamond and humming bird.  The diamond and humming bird have been removed from the new logo and a simple, stylized “DN” takes their place.  The script remains very similar to the old logo but is much simpler and cleaner.  “We wanted to retain the brand identity that we have worked hard to grow while at the same time updating the look to be much more cutting edge and modern.” explained Tony Belli, the company’s art director.  

In addition to the logo refresh, the company has updated it’s color scheme to fit the sleek and modern look.  “It was almost by accident” noted Jason Czarnik, one of the lead designers on the project “we were designing the retail space for our new Woodfield Mall retail location and we loved the idea of a very clean space with contrasting black and white.  Once we had the space designed it hit us that the entire company should follow suit with the same look and feel.” The company’s new flagship store in Chicago’s Woodfield Mall will be one of the first places consumers will be able to see the new brand image, in addition the re-branding will carry through to the companies new website that will be launch in early October.  

“In a very short time we’ve done some amazing things that no one thought was possible.” Mr. LaCourt pointed out “We plan on continuing to revolutionize the jewelry industry and keep pace with our amazing growth.  This brand refresh will help us to continue our charge on the jewelry industry and to convince consumers that engagement rings and other fine jewelry can be both affordable and beautiful.”  Already one of the top online jewelers and number 302 on Internet Retailer’s top 500 list, the company appears to be in perfect position to make such a charge.  

Diamond Nexus is the world leader in man-made diamond simulant jewelry.  Headquartered in Franklin, WI the company sells their products directly to the consumer in finished jewelry and as loose gemstones through their website, catalogues and branded retail locations.  In 2009 the company was named the official jeweler and crown maker of the Miss Universe Organization, as part of NBC/Universal’s “Green is Universal” environmental initiative.


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