“The Art of Fancy” is the new branding promise of Vulcan and Co. diamond boutique. Coined to emphasize Vulcan’s artful expertise in fancy shaped diamonds, it skillfully focuses on the specialized nature of this small company.



“Fancy shape diamonds appeal to those with a unique sense of aesthetics,” explains Liora Borosky-Chayu, Vulcan’s Marketing Director.



“Our wide varieties of cuts –from the finest heart, pear and marquise, to premium oval and trillion – have a specific allure and a charm that crosses continents because they reflect the 21st century’s focus on personal expression. Now we’re setting our sights on the Far East where exclusive, fancy shape diamonds are very much in demand.”



In mid-2010 Vulcan expanded its marketing horizons by opening an office in Hong Kong. Mainland China is the company’s next stop, with a branch scheduled to open this summer.



The company is also extending the campaign to the virtual world. The company’s new-look online inventory – which allows customers to access the company’s latest stock availability anywhere, anytime – will be launched at the Hong Kong International Jewellery Show from March 4-8, 2011.



The site is continuously updated with new stones every month. Clients can search the company’s complete certified diamond stock according to shape, weight, color and clarity.

Existing clients and potential customers attending the exhibition will be invited to register by visiting Vulcan’s booths at the exhibition: 3Con-027 in the Hall of nature and 3FF32 in the Israel Diamond Institute pavilion. Both are outfitted with a full array of artfully cut, fancy-shape diamonds in different sizes.