NEW YORK: Sumit Diamond has named Formula as its AOR for a consumer-aimed effort.
Michael Olguin, president of Formula, said the account was in the "low six-figure range."
Olguin noted that, traditionally, diamond companies have faced a challenge because diamonds are viewed as a commodity and are not branded.
"[Lately] there has just been a recent surge in diamond brands wanting to create a name for themselves," he added.
Part of the campaign's focus will be positioning Sumit as a high-end, mid-tier brand. Formula will target all types of media, including wedding titles, top-tier consumer publications, and daily newspaper fashion and accessories editors.
Olguin noted that one goal is to build Sumit's Kenneth David Designs brand. The firm will also coordinate trade show activity.