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 Home > City Resources > Fashion & Beauty > Diamonds

..........................................................................................New in Town

Diamonds - Still a Woman's Best Friend

With India going global, diamonds have become much more affordable, and jewellery stores offer a wide variety to chose from.

Choices on the market today include: De Beers, Chopard, Espirt and Cartier, whose jewellery items are available at Beautiful Boulevard in Mumbai. The Nakshatra range of diamonds by De Beers has captured the imagination of the masses.

According to retailers, today people prefer to buy classic designs of the higher carat weights. With the concept of style changing with each passing day, it is the simple and the stylish which is preferred by most people. According to Karsandas Jhaveri of Tribhuvandas Bhimji Zaveri, "Styling today is no longer gaudy and heavy. It is simplicity that people look for. They want things which can be worn anywhere and everywhere." People want to go in for the restrained and understated look . Women today want something which they can wear year after year. Be it earrings, solitaire necklaces, riviere necklaces or bracelets, it is the timeless quality that is expected from the piece.

Despite a small advertising budget, the diamond industry in India is expected to make a profit of Rs 120 crores. So far as the question of certifying the diamonds is concerned, a spokesperson from Tanishq says, "It is all a marketing gimmick. There is no such thing as certification for a diamond no matter who sells it." However, it has immense psychological value from the consumer's point of view, as it provides a certain reassurance to the customer who feels he has got a premium quality product as well as proper value for money .

The Nakshatra range of jewellery has Aishwarya Rai as its brand ambassador and hopes to capture the hearts of the Indian women with its blend of tradition and modernity. More jewellers are roping in top models for their advertising campaigns in a bid to capture the imagination of the Indian woman.

By: Sharmishta Chatterjee






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