Festive Flash

As a case in point,he cites the offer his company is extending of giving free gold and silver coins on purchase of diamond jewellery worth above Rs 5,000. “We are even giving a 50 per cent cut on labour charges on the gold jewellery too. But yes,we want people to notice our range of diamond jewellery.”

Tanishq too announced recently their ‘Queens of diamonds’ offer for the North region,comprising a new range at attractive prices.

Branded jewellery sellers enjoy the cutting edge because of standardisation,hallmarks of quality and devices like the karatometer which tells the customer the true value of the ornament. But the brand positioning does affect customers of the traditional ‘family jewellers’ too.

“Diamond sale has picked up a lot because it is easier to afford the gem than ever,” says jeweller Vinod Maheshwari. “Corporate houses have glamourised it and are offering affordable options using diamond of cheaper quality. It is fashionable to wear diamonds so people are buying it more now than before. Besides,a diamond is set in 18-karat gold bringing down the cost and it doesn’t wear out like the yellow metal,making it a good buying decision,” he reasons. Even in terms of investment,diamond is better option than gold because when you go back to sell it there is less depreciation than in gold,confirms Maheshwari.

Diamonds are forever,they don’t say that for nothing.