California jewelry retailer Windsor Diamonds with the financial support of the public jewelry company Zalemark intends to open a new network of 50 stores in the US within five years, JCK Online reported.
The first stores will appear near the first Windsor store in Folsom, California. From this point the network will expand in northern and southern California. It is also expected to enter the markets of other states - Arizona, Utah and Nevada.
The new network of diamond jewelry stores will include both Windsor Diamonds stores and Windsor Diamonds Outlets discount stores. The company's strategy provides for "aggressive pricing and active marketing", including the participation of celebrities.
The new retail chain will focus on the wedding segment of the jewelry market and will attract customers with high incomes.
An additional incentive to create the network was the ongoing consolidation of the industry, in particular the recent Signet Jewelers deal on the purchase of Zale.