Los Angeles , California, Los Angeles , California, Loud Love Jewelry who is a fine jewelry company has made steady progress on its mission to introduce lab-grown diamond fashion jewelry to the masses. In November of that year, Loud Love Jewelry staged its first pop-up event at Los Angeles City. The brand ranked fifth in product-listing ads in a 2019 survey of paid search advertising for lab-grown-related keywords. And as of this year, Loud Love Jewelry has benefited from increasing consumer awareness of man-made diamonds—and retailers’ growing support for the category. Recently they launched brand certified category for new designers.
“We are working on the satisfaction of customers,” says Loud Love Jewelry Jewelry CEO Umar Hussain. “It’s a vindication of our belief there’s a strong lab-grown opportunity in the fashion jewelry space, around $1,000.”
The opening of the new manufacturing facility in Los Angeles. It’s already well advanced. The building is complete and services are complete. They are literally installing reactors as we speak. It will come online in the second half of this year and will give us significantly more volume of product—something like 200,000 polished carats per year. That will enable us to get into much wider distribution than today. Today, production is significantly lower because they doing it out of Element Six in the U.K. This factory is a game-changer. It’s going to ramp up over a period of time; the idea is that by the end of the year, it will be fully running.
They’re going well. Very positive. They’re doing a trial Amazon, Etsy, and eBay they’re in 45 of their doors and in two doors with Refinery29. The trial runs through the end of the quarter. We’re already looking for opportunities to expand distribution. They’re aiming to get in nationwide distribution by the end of this year.
They’re very happy to do both chains and independents. They’ve already had some preliminary discussions with independents.
Loud Love Jewelry E-Commerce sales
Sales gone very well from the very start. Last year they saw 16% of sales online came from repeat customers like Kim Kardashian who came in to buy a second product—an early sign that consumers liked the product enough to come back and buy more within a very short period of time. No doubt, it will be a large part of the distribution in the future—but no doubt wholesale distribution will be bigger.
Somebody who obviously has a strong retail presence and a good relationship with Loud Love Jewelry customers—also someone who shares a vision in the existing opportunity lab-grown offers in the fashion jewelry space and the opportunity to get colored stones out there in the market.
Probably not for 2020. It’s worth noting that colors continue to do very well for the company. Fifty percent of what they sell is golden. They had the view it might take time for consumers to get used to the colored products, but it’s been strong from the start. More colors are likely to come online from 2020 onward. Their focus this year will be around new designs of jewelry and pushing distribution out more widely.
They have been starting to push up the sizes. They do have a lot more products at 1-carat size. And last year they launched some ear studs at 1.5 carats, and they have performed well.
It’s something consumers have been asking all along. They made it clear and don’t feel it makes sense to issue individual grading certifications because stones from a particular batch are the same. It’s more important that they have a rigorous quality control in place and only sell stones that meet those quality requirements. They confirmed the quality standards in those tech specs. All the white stones are near-colorless, VS clarity, VG from a cut perspective, and anyone buying white stones will get a copy of that tech spec confirming the quality of their product.