PMJ Jewels installs diamond testing machines at its stores, launches ad campaign to promote them

In a bid to offer greater transparency, the jeweller has called upon customers to test the diamond jewellery they buy on the spot at all major PMJ showrooms

Hyderabad: To reiterate its commitment to quality and customer trust, prominent jewellery retailer PMJ Jewels has introduced diamond testing machines across all its major stores. The jeweller aims to offer greater transparency with regard to sale of diamonds, as lab-grown diamonds and other synthetic alternatives have brought in some opaqueness in the industry.

The diamond testing machines (DTMs) installed at the brand’s stores allow customers not just to test PMJ’s diamonds but their own jewellery as well. According to Nirav Challa, Head of Marketing, PMJ Jewels, the objective is to provide customers with the assurance that the diamonds PMJ sells are 100% natural, and to eliminate any doubts regarding the authenticity of the gemstones. Challa explains that authenticity can be a good reason to charge a premium in such a competitive industry with cut-throat price points.

“While most jewellers offer certificates or third-party verification of diamond authenticity, we want to go a step further,” said Challa. “We are inviting our customers to test the diamonds themselves in-store using the DTMs, ensuring full transparency. We believe this is essential in a market where customers sometimes question the authenticity of the diamonds they purchase.”

The DTM technology enables customers to confirm that the diamonds they are purchasing are not lab-grown or synthetic. “We want our customers to feel reassured that whatever they buy from us is of the highest quality, and that trust is a non-negotiable part of the PMJ brand,” Challa states, adding that the DTMs are also part of PMJ’s broader effort to ensure transparency throughout its supply chain.

“From the moment we source loose diamonds, they undergo testing to ensure they are natural and meet our quality standards,” he explains. “Even after the diamonds are set into jewellery, we conduct another round of testing to ensure that all diamonds in a piece are genuine.” The machines are user-friendly, still the retailer has assigned a few staff members to handle them and assist customers.

To promote the initiative, PMJ is intensifying its marketing efforts with a social media-driven campaign that explains the efficacy of DTMs. The brand is making use of YouTube, Instagram and other social media platforms to promote its DTMs.

The new campaign aligns with PMJ’s ongoing 60th-anniversary celebrations, which also include a focus on bridal jewellery. The brand has also launched the ‘Weddings and Beyond’ campaign, which highlights its extensive bridal collections for the wedding season.

Meanwhile, PMJ Jewels is also showcasing its jewellery in a series of in-store exhibitions. These exhibitions not only allow customers to interact with the brand’s products, but also give them an opportunity to test the DTM technology firsthand. The brand also gets to educate customers about the rigorous quality checks it applies to each piece of jewellery.

Written by Amaan Kasu

Retail Jeweller India Exclusive