Borsheims Selling Luxury Jewelry Experiences

RAPAPORT... Borsheims is offering jewelry- and diamond-related luxury adventuresthrough its holiday catalog this year, catering to millennials' desire for transparencyand experiences. The jeweler - owned by Warren Buffett's Berkshire Hathawayconglomerate - is selling a number of trips revolving around productscarried in the store, it said Tuesday. For $25,000, customers can purchase atrip for eight people to the American Watchmakers-Clockmakers Institute, wherethey can create their own custom Swiss watch. The retailer will also sell a four-day trip for two peopleto the Canadian Arctic, where its Signature Diamonds are mined. The trip, whichcosts $160,000, includes collecting an 8-carat rough diamond from the mine, dogsledding, ice fishing, watching the northern lights, and an overnight stay in aprivate teepee. The customer will then fly to Toronto to select the final shapefor his or her rough diamond. In addition, Borsheims is offering a two-week trip toBotswana, which is home to the jeweler's Kalahari Dream Diamonds. Purchaserswill 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 seeanimals in their natural habitats, and receive a 4.51-carat Kalahari DreamDiamond. The vacation carries a price tag of $200,000. "We certainly hope it's memorable whenever anyone gives agift 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 foryourself exactly where your diamond comes from, make your own Swiss watch, orto see firsthand the good things your diamond is providing for others." Image: A Borsheims store in Nebraska. (Borsheims)