Major jewelry player pulls the plug on distressed brand
It's the story of a shiny idea, a tough market, and a brand that couldn’t keep up.
The luxury jewelry space has always been about tradition, scarcity, and sparkle. But in recent years, one major player tried to break that mold.
It launched something new — something that challenged long-held beliefs about what makes a diamond valuable.
Related: Birkin bag maker faces major problem
At first, it looked like a bold move that could disrupt the entire industry. The pricing was transparent, the positioning was fresh, and the market seemed ready for change.
