GLOW by Kirtilals launches gold-to-diamond exchange to attract new diamond buyers

The programme aims to introduce gold customers to the value of diamond jewellery, offering a seamless exchange process to reshape perceptions of diamonds as an investment

Coimbatore: GLOW by Kirtilals has introduced an innovative gold-to-diamond exchange programme, offering a unique opportunity for traditional gold buyers to experience the value and allure of diamond jewellery. Designed to attract first-time diamond buyers, the initiative addresses a key challenge—encouraging gold customers to explore diamonds as a viable addition to their jewellery collections.

“Many customers hesitate to buy diamonds because of doubts about their return or investment value. This exchange programme allows them to transition from gold to diamonds seamlessly, while helping them appreciate diamonds’ enduring appeal,” explained Suraj Shantakumar, Director of Business Strategy at Kirtilals.

Under this programme, customers can bring their gold jewellery to GLOW by Kirtilals stores, where the gold is professionally assessed and valued at current market rates. The equivalent value can then be applied towards purchasing diamond jewellery from the brand’s extensive collection.

By creating an easy and transparent exchange mechanism, GLOW by Kirtilals aims to reshape consumer perceptions of diamonds. The brand emphasises diamonds as more than just a luxury purchase, showcasing their timeless aesthetic value and long-term worth.

The programme also seeks to cater to evolving consumer preferences, with contemporary designs that align with modern tastes. “The gold-to-diamond exchange is more than just a transactional initiative—it is about helping gold customers explore diamonds as a meaningful investment and elevating their jewellery portfolios,” added Shantakumar.

Early feedback indicates strong customer interest, with many appreciating the simplicity of the process and the opportunity to diversify their jewellery collections. While gold has long been perceived as a secure and liquid asset, the programme encourages customers to view diamonds as valuable and lasting additions to their collections.

By targeting traditional gold customers and first-time diamond buyers, GLOW by Kirtilals is carving out a new segment in the diamond jewellery market. This initiative highlights the brand’s nuanced understanding of consumer needs and its commitment to redefining jewellery shopping experiences.

Written by Amaan Kasu
The Retail Jeweller India Exclusive