Editor’s Note
This article explores the trusted reputation of Sotheby’s Diamonds, the auction house’s direct jewelry brand. Since 2005, the brand has built its renown on expert curation and bespoke craftsmanship, appealing to a global clientele including celebrities.
The Reason Why the Jewelry Brand ‘Sotheby’s Diamonds’ by the Historic Auction House is Trusted
Are you familiar with the original jewelry brand “Sotheby’s Diamonds,” operated by the auction house Sotheby’s, which is favored by celebrities worldwide? Since its establishment in 2005, the brand has focused on providing bespoke jewelry tailored to customer requests. It is said that the high quality of diamonds selected by expert diamond appraisers has generated buzz, attracting new customers globally.
Among numerous brands, why do many people place their trust in “Sotheby’s Diamonds”? To uncover the truth, we interviewed Ms. Patti Wong, Chairman of Sotheby’s Diamonds.
Q. Please tell us about the concept of ‘Sotheby’s Diamonds’.
“As you know, Sotheby’s is a historic auction house with 80 offices in 40 countries, operating from nine salesrooms in locations such as Geneva, New York, London, Paris, and Hong Kong. Jewelry auctions are limited in frequency, and we received inquiries from clients who couldn’t wait for an auction schedule, such as ‘I want to give my wife a gift for next month’s anniversary.’ This need for jewelry that could be proposed to clients year-round was the impetus for the creation of ‘Sotheby’s Diamonds.'”
Q. How have customers responded to an ‘original brand created by an auction house’?
“Not all pieces in our collection are bespoke, but we can also source the desired ‘stone’ through our network and design accordingly. We are now able to provide proposals that address customer concerns like ‘I don’t know if the diamond I want will appear at auction’ or ‘I’m looking for a specific diamond I want to acquire,’ and they are very pleased. While auctions offer the thrill of not knowing what treasures will appear, for those with clear needs and timelines, such as ‘I want to wear it to a party next week’ or ‘I want to give it for my wife’s birthday next month,’ our service is very convenient to use.”
Q. Please tell us about the brand’s characteristics.
“Unlike typical brands, ‘Sotheby’s Diamonds’ has partnered with ‘Diacore,’ a world leader in diamond sourcing, cutting, and polishing technology. This allows us to offer diamonds at prices close to cost. Our relationship with clients is close, and we are well-acquainted with the specifications of the diamonds they seek. When something similar becomes available, we can promptly identify and offer it. For those seeking high-quality jewelry at more accessible prices, we believe our service is efficient.”
Q. If there’s anything you are particular about in the production process, please tell us.
“Above all, we are particular about the quality of the stones. While many brands search for stones to fit a design, we take the opposite approach: we design around the stone. There’s no worry about ‘not finding the imagined stone,’ and by considering the stone’s size and characteristics, we can design to best highlight its appeal, allowing us to provide it in its optimal state. We also handle many pieces of jewelry recreated (reconstructed) in collaboration with young jewelry designers.”
Q. Can you show us some representative jewelry pieces?
For example, this “BUTTERFLIES’ NECKLACE” is a piece where we acquired antique jewelry from S.J. Phillips, an antique shop with a 150-year history, and young jewelry designer Eliane Fattal reconstructed it. It features large stones selected by Sotheby’s and Diacore delicately swaying at the tips of the antique butterfly motifs, making it a unique piece unavailable elsewhere. It can be described as modern jewelry that harnesses young talent, bringing out and resonating the beauty of both old and new.
Also, this ring, which offers a modern reinterpretation of a 19th-century wild rose, is exceptionally beautiful. The rose, a symbol of love and admiration cherished since the era of Queen Elizabeth I, is also a special emblem and has been an inspiration to British jewelers and poets. For this piece, we placed Sotheby’s diamonds on each petal to further illuminate the base flower. The stones radiate brilliance together, maximizing their allure.
Q. It’s been about 15 years since you started in 2005. Have there been any changes?
“Initially, we focused on auction users. However, as we are an auction house handling various categories, we gradually increased awareness among those visiting for other artworks. Walk-in new customers also increased over time, but the turning point was 2018. That year, a 102.34-carat white diamond, boasting the highest quality and size in history, appeared at ‘Sotheby’s Diamonds,’ and big news spread that we sold a diamond with the highest grade ever certified by GIA (Gemological Institute of America). The fact that an unimaginably expensive diamond was actually sold reaffirmed the importance and value of owning rare diamonds, sparked desire for acquiring finer jewelry, and enhanced trust in Sotheby’s. Thanks to that, our user base has grown further.”
Q. Please tell us about the gender ratio of users and the points they value when purchasing.
“First, the gender ratio is about half and half. Many female customers are drawn to the design when purchasing. In contrast, many male customers are those who already have transactions with us for other artworks, so I get the impression they use our service based on trust in Sotheby’s. Japanese customers, in particular, often have a very clear vision of the specifications they wish to purchase and tend to seek higher-quality jewelry. Not all of them travel abroad frequently, so we are thinking of creating opportunities to showcase pieces in Japan as much as possible.”
Q. How can customers from Japan make purchases?
“Currently, we have three locations: Hong Kong, London, and New York, so purchases can be made locally. However, inquiries can also be made through our official website (www.sothebysdiamonds.com). Since pieces come with GIA certification, many customers decide to purchase just by seeing the images online, even for items worth hundreds of millions. Those who are unsure can contact the Sotheby’s Imperial Hotel store.”
This time, we asked Ms. Patti Wong, Chairman of Sotheby’s Diamonds, why jewelry brands operated by auction houses are gaining attention now. Diamonds of superb quality are supported not only by collectors but also by career women worldwide. If you wish to encounter your own special piece of jewelry, why not visit the website or the Imperial Hotel store?
