Safi Kilima Tanzanite Unveils New Shop In Shop Concept

President & CEO Morris Gad said, "Walking into a Diamonds International store is an unforgettable experience. In celebrating the 50^th anniversary of tanzanite, the Safi Kilima Tanzanite shop in shop will be an eye-catching center piece to every store, attracting customers immediately to the brilliant blue stone through open case displays, vitrines and a moving display screen that shares all that is happening in the world of Safi Kilima Tanzanite."

The new shop in shops feature simple and lush color palettes, an upscale and an experiential new logo, rich materials and varying textures. Materials featuring exotic textures and designs are sculpted to form jewelry cases, large, brightly lit vitrines, and video screens looping the Safi Kilima Tanzanite ad campaign featuring Victoria's Secret, Maxim model Anna-Christina Schwartz; photographed by Chris Chieco.

Diamonds International is starting the rollout of the Safi Kilima Tanzanite shop in shops in 2017 and will continue through 2018 encouraging customers to commemorate and celebrate every travel experience with Safi Kilima Tanzanite.

About Safi Kilima Tanzanite:
Founded in 2010, Safi Kilima Tanzanite is a global leader in tanzanite.  The premier brand is exclusive to Diamonds International and Tanzanite International stores; the largest tax and duty-free jewelry retailer in the Caribbean, Mexico and Alaska. In 2017, Tanzanite celebrated its 50^th anniversary and the timeless quality, superior grade and value that has become synonymous with the rare, blue and violet colored stone. For more information please visit www.safikilima.com.

About Diamonds International:
With over 125 stores, Diamonds International is the largest and most prominent privately held jewelry retailer in the Caribbean, Mexico, and Alaska. Established in 1988, Diamonds International is the world's largest tax-free, duty-free jewelry retailer providing tourists with an extensive portfolio of fine jewelry and elegant timepieces. Sourcing from the world's largest and most important mines, while supporting ethical mine-to-market practices, the patented 90 faceted Crown of Light diamond cut and acclaimed Safi Kilima Tanzanite collection are both exclusive to the U.S. based fine jeweler. For more information about Diamonds International, visit www.diamondsinternational.com.

MEDIA CONTACT:
Diamonds International
Samantha Eng
e. [email protected] 
c. (516) 250-8914

SOURCE Diamonds International

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