Its "diamond jewellery cafe" will cater to those intimidated by high-end stores and disappointed with limited choice at most department-store kiosks.

General manager Tawatchai Jieamburapalerd said its product range was wide and varied, offering anything from a simple Bt15,000 diamond ring to a Bt7-million necklace.

It targets diverse clients and hopes to sell to anyone from "20-something first-jobbers to trendy 40-year-old mothers of two".

Tawatchai said the cafe would break down the wall between potential customers and salespeople. He believed many customers were intimidated by high-end stores and disappointed with limited choice at most kiosks.

Gourmet coffee and other refreshments are not new in business. However, it is the first time the cafe factor has been used to draw younger buyers. Live jazz is offered each Friday night.

The jeweller predicted the company would grow approximately 25 per cent in the first two quarters of next year and fall off slightly in the third but surge in the last with the holiday-season boost.

The industry works on different seasons than most. Its first quarter starts in May after a post-Valentine's Day slowdown. May is the month where most couples start to plan end-of-year weddings.

The jewellery business has

been growing at 5 per cent to 15 per cent annually. It is likely to grow

7 per cent to 10 per cent next year, despite negative factors such as the 2-per-cent rise in global diamond prices, said fellow retailer and managing director of D'Mond Prestige Soonthorn Pipatveeravat.

Consumers continue to look for quality, since diamonds, unlike other luxury goods, are treated as an investment, he added.

If Earthstar is a success Tawatchai will export the concept to other companies within the group, with Hong Kong offering the most lucrative return on investment.

Still, different countries have different buying behaviours. Tawatchai said Hong Kong people considered gem size first while Americans generally preferred design to other factors. The United States accounts for roughly half of world diamond sales.

Earthstar Diamond has spent Bt10 million on its new shop-cafe at the Zelig Building, next to the Saladaeng Skytrain station. The company will open a kiosk at the Zen department store later this month.

Between 12 per cent and 18 per cent of profit will be spent on promotion, mainly with print advertisements and events.

Global parent company Jayam NV is a gem dealer founded in Mumbai and now based in Antwerp, Belgium.

Ki Nan Tsui

The Nation