For more than a decade, Neiman Marcus has used its Bejeweled book to feature some of the most jaw-dropping (and piggy bank-breaking) luxury jewelry pieces. As part of its 2023 holiday strategy, the retailer has embedded the Bejeweled book into its annual Christmas Book and created a larger-than-life event for its most valuable customers.
The inaugural Bejeweled Ball was held at the Hôtel Swexan in Dallas as Neiman Marcus sought to bring the Bejeweled book experience to life. A curated selection of fine diamonds, colored gemstones, pearls and vintage collectibles totaling nearly $140 million in value were on display for top-tier members of its InCircle loyalty program.
“Through the strength of our brand partner relationships, we are able to bring the world’s most venerable jewelry maisons together with true luxury customers for an unparalleled experience as part of our retailtainment strategy,” said Lana Todorovich, Chief Merchandising Officer of Neiman Marcus in a statement. “The Neiman Marcus Bejeweled program offers a truly unique assortment of rarely seen pieces that ignite the extraordinary for our customers.” Loyal customers enjoyed a multi-faceted experience beginning with private shopping appointments and then followed by the gala, which included a three-course dinner, dancing and musical entertainment. Attendees also enjoyed an exclusive activation featuring “high jewelry” creations from preeminent brands Assael, Bayco, Boucheron, Chopard, Margot McKinney and Paul Fisher Vintage & Rare.
Neiman Marcus plans to host more Bejeweled events in select U.S. markets this month, as well as additional services and activations that are part of the brand’s broader Revolutionizing Luxury Experiences strategy.
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