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Borsheims Selling Luxury Jewelry Experiences

Customers can purchase Swiss watchmaking trips or tours of diamond mines.
Nov 6, 2019 9:49 AM   By Rapaport News
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RAPAPORT... Borsheims is offering jewelry- and diamond-related luxury adventures through its holiday catalog this year, catering to millennials’ desire for transparency and experiences.

The jeweler — owned by Warren Buffett’s Berkshire Hathaway conglomerate — is selling a number of trips revolving around products carried in the store, it said Tuesday. For $25,000, customers can purchase a trip for eight people to the American Watchmakers-Clockmakers Institute, where they can create their own custom Swiss watch.

The retailer will also sell a four-day trip for two people to the Canadian Arctic, where its Signature Diamonds are mined. The trip, which costs $160,000, includes collecting an 8-carat rough diamond from the mine, dog sledding, ice fishing, watching the northern lights, and an overnight stay in a private teepee. The customer will then fly to Toronto to select the final shape for his or her rough diamond.

In addition, Borsheims is offering a two-week trip to Botswana, which is home to the jeweler’s Kalahari Dream Diamonds. Purchasers will view the water-delivery system built from the proceeds of those diamonds. They will also take a multiday tour of the country’s national parks to see animals in their natural habitats, and receive a 4.51-carat Kalahari Dream Diamond. The vacation carries a price tag of $200,000.

“We certainly hope it’s memorable whenever anyone gives a gift from Borsheims, but these gifts really take that experience over the top,” said Borsheims CEO Karen Goracke. “Imagine how magical it would be to see for yourself exactly where your diamond comes from, make your own Swiss watch, or to see firsthand the good things your diamond is providing for others.”

Image: A Borsheims store in Nebraska. (Borsheims)
Tags: American Watchmakers-Clockmakers Institute, Berkshire Hathaway, borsheims, Kalahari Dream Diamonds, Karen Goracke, Rapaport News, Signature Diamonds, warren buffet
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