7 Diamonds Relaunches
Still from the 7 Diamonds web film
The business for men’s fashion brand 7 Diamonds has been strictly wholesale. But it waded into retail Aug. 12 when it relaunched its website 7diamonds.com. For the first time, the brand’s website will offer an e-commerce shop, which will directly sell fashion to its consumers. Previously it had been only sold at the physical and ecommerce shops of retailers such as Nordstrom.
Along with e-commerce, the website features a film, shot in a vintage 1960s style with 8 millimeter cameras. With the backdrop of the stunning Crystal Cove State Beach in South Orange County, the film captures models sporting 7 Diamonds Fall 2011 fashions.
Mo Harake, the director for 7 Diamonds e-commerce department, had no sales forecast for the newe-commerce shop.However, sales will not be the only function for 7diamonds.com.
“Showcasing the full collection is extremely important,” Harake said. Along with woven shirts that the brand built its reputation on, there are 7 Diamonds’ 200 styles which includes aleather jackets category, which it debuted in 2010, as well as polos and knits which it launched earlier this year. Look out for October when the brand will relaunch its premium denim line.
