CMW snatches diamond account

CMW has been appointed as global agency for leading diamond jewellery brand Tolkowsky, as part of plans to build the company’s presence both in its own right and with key retail partners.
CMW, which won the business following a four-way pitch, has been briefed to build awareness of the brand through advertising on and offline, website and in-store activity across Tolkowsky’s international platforms.
The Tolkowsky name has been inextricably linked to the history of diamonds since 1919 when Marcel Tolkowsky, then a young mathematician, invented a key set of parameters that came to be known as the round brilliant ‘ideal cut’ diamond; a method of cutting a diamond that allows the maximum fire brilliance and scintillation to be revealed.
This diamond cut remains the industry benchmark around the world. Jean-Paul Tolkowsky founded a new company, Exelco, to create the eponymous consumer facing brand in 2007.
Jean Paul Tolkowsky said: “CMW separated itself from the competition thanks to its understanding of the heritage, integrity and sophistication of the brand. In the pitch process they showed that they are a partner with thinking that will help drive our ambitious growth plans, in the global market.”