People can do anything when it comes to marketing. French Jeweler, Mauboussin gave away 0.1kt diamonds in order to draw attention for their brand. Lines curled around for blocks in downtown Tokyo Monday for 5,000 tiny but freebie diamonds.
People came from surrounding cities to line up for the promotion. The tiny diamonds are worth about $50 each. “A value of a diamond doesn’t go down. And you never get tired of a diamond,” said Noriko Suzumaru, a 39-year-old housewife, who jumped on a train from the nearby city of Kawasaki to stand in line after seeing the deal on TV news. The Maboussin flagship Japan store opened in the Ginza shopping area earlier this year but found that they weren’t getting a lot of foot traffic because the store’s name was basically unknown. Maboussin will make any free diamond into a ring or pendant but that will cost around $500.