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..........................................................................................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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