40 | JNA July/August 2022 DESIGN Apart from Birds in Flight, Oscar Heyman made history when it first crafted its “Ballerina” ring, which features a sizeable centre gem, which could be a diamond or coloured gemstone, surrounded by undulating baguette diamonds reimagined as a ballerina skirt. This innovative concept has since been reinterpreted in different ways by other jewellers. “We were the original designer of the Ballerina ring in the 1950s. We feel we make it better than anybody else. It is a very iconic Oscar Heyman design,” revealed Tom. Another emblematic Oscar Heyman piece was the “Gardenia” brooch, which the company unveiled at the 1939 New York World’s Fair, where it won the Best of Show award. The jeweller also designed a series of flower brooches, inspired by pansies and lilies – adorned with premium-quality diamonds and coloured gems – which remain highly desired in the market today. The company’s selection of intricately crafted necklaces, earrings, rings and bracelets – embellished with the finest diamonds and coloured gems – are all popular and easily discernible in the trade. Its jewellery pieces are most attractive to perceptive and sophisticated clients who have an eye for exceptionality. Tom describes an Oscar Heyman customer as “an affluent and confident woman who is happy to make a statement.” “We are selling jewellery whose value will increase over time but more than that, these pieces are heirlooms that can be enjoyed by future generations,” he noted. Oscar Heyman is likewise incorporating trendier, more casual items in its product portfolio as a way to entice a younger generation of buyers. These daily-wear pieces retain Oscar Heyman’s patented opulence. Tom described the pieces as upwardly mobile, catering to consumers in their 20s and 30s. He continued, “Millennials and Gen Zs are aspirational and are looking for pieces that they can wear to the office and to dinner with friends. What we are not changing is our dedication to making the finest-quality jewellery.” The future is dazzling The jeweller is also stepping up its digital footprint. It has an Instagram account with more than 72,000 followers and a Facebook page with around 9,000 followers as of press time. The company regularly posts a combination of photos and videos that creatively showcase its collections and encourage online client engagement. According to Tom, they also send high-resolution photos and videos of their designs to their retailer clients that they can, in turn, show their customers. “The sales process today happens before the clients walk in the store,” he remarked. While there are transactions that take place solely online, the in-store buying experience remains irreplaceable. “To get the full measure of the gorgeous piece of jewellery that you want to buy, you must hold it, touch it and try it on. But there is no question that consumers’ interest is piqued in a digital fashion very often,” he added. Digital initiatives will continue to be a critical part of the company’s business strategy. For instance, the company is now producing its Fall 2022 Catalogue, which will include photos and videos of its latest jewellery designs. The catalogue, to be launched in October, will have a strong digital component, according to Tom. Ruby and diamond ring in 18-karat gold; 'Flower' brooch in platinum with diamonds and a star sapphire focal stone 18K金红宝石钻石戒指；铂金花卉胸针，镶嵌钻石和一 颗星光蓝宝石
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