SYDNEY, AUSTRALIA: Burgundy Diamond Mines Limited (ASX: BDM) has engaged the services of New York-based creative agency Mazarine NY to launch and drive the expansion of Burgundy’s ultra-luxury diamond brand.

The new global brand is expected to be officially launched in Paris in July, with subsequent events in other locations through the remainder of the year. This is one of the key building blocks in the Company’s strategy of becoming the world’s leading end-to-end diamond company, and will coincide with the first presentation of branded polished diamonds set in exquisite jewellery by Burgundy’s alliance partners Bäume Vendôme.
The vertically integrated model of mining and buying rough stones, conducting its own cutting and polishing, then selling through an ultra-luxury retail brand in profit-sharing agreements with the world’s leading design jewellers, will allow Burgundy to capture the full margins from the diamond value chain and completely differentiates the Company’s value proposition.

Burgundy Managing Director Peter Ravenscroft said, “We have been hard at work developing the detail of our emerging brand and look forward to showcasing this to the diamond world. We believe this will be a unique concept that will respect the natural beauty and stunning colours of our diamonds and will add considerable desirability and value to our polished diamonds and the jewellery in which they will be presented.

As we progress to sale of our polished diamonds in design jewellery, we are delighted to be working with one
of the top global agencies to launch this brand.”

Known as one of the world’s leading luxury goods agencies specialising in brand development, Mazarine Group is headquartered in Paris with offices in New York, Shanghai, Beijing and Hong Kong – locations that have all been identified as key localities for Burgundy’s future business growth.

Mazarine NY has specialist experience in diamonds and jewellery, with clients including Cartier, De Beers, Graff and the Natural Diamond Council.

Carine Bauvey, Managing Director of Mazarine in New York commented “We are honoured to be chosen by Burgundy to lead this historic moment for diamonds.

Infused with the French expertise for luxury, Mazarine New York will build a powerful brand universe and create a unique vision to match the Company’s high ambitions.

We hold the international perspective required to express the strategic pillars of this extraordinary brand and we are thrilled for our team to reveal it this summer in Paris.”