Diesel unveils launch of first jewellery lines

Fashion brand Diesel is launching its first jewellery ranges for men and women at the end of this month. The range will be sold in Diesel stores across Europe, the US and Japan.

The launch collection will comprise seven different lines, with almost 50 pieces including necklaces, bracelets, rings and earrings. There are two female lines, Disk and Hardware, a male range, Tough Chain, and four unisex lines called Brave, Claw, Pivot and Electric. The ranges have been developed in co-operation with Italian jewellery houses Pianegonda and Zancan.

The jewellery is made from a range of materials including silver, leather, resins and semi-precious stones, such as red onyx. Electric cable has also been used for some of the bracelets and necklaces.

To fit in with Diesel’s vintage style, the pieces have been finished with a stone-wash and the chains feature burnished metal.

The ranges will be rolled out in Diesel’s concession stores as part of the spring/summer 2004 collection. It is not known how much marketing support the jewellery will be given.

Earlier this year, Diesel launched a baby range (MW March 20) to complement its children’s range. The Diesel Baby Collection is marketed as a gift range and is sold in pizza box-style packaging.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here