After a grand rollout event in Chennai, the company is planning a wider rollout across its retail network from February 17, 2026
Chennai: Thangamayil Jewellery held a grand launch event in Chennai for its first reversible diamond jewellery line under sub-brand Minmini Diamonds, marking the brand’s entry into dual-design diamond jewellery. The launch is being treated as a pilot before wider rollout across its retail network.
Commenting on the launch, Manoj Kumar, AGM Diamond, Thangamayil Jewellery said, “The aim was to encourage more frequent use of diamond jewellery rather than keeping it locked away. We wanted to create something that customers feel confident wearing more often, not just on big occasions. Reversibility gives them flexibility without needing to buy multiple pieces,” he said. “The focus is not just beauty, but how often the jewellery actually gets used.”
Thangamayil is introducing the new line in a phased manner. Chennai is the first market where customers can physically see, try and understand the reversible concept. From February 17, 2026, the products will be available in other district stores as well. It will largely be sold as premium ready-to-wear diamond jewellery so customers can try it immediately, while made-to-order options will be offered for those who want specific changes or personalization.
The rollout has been planned to ensure that store teams can properly explain the reversible feature and demonstrate how it works. Instead of mass advertising, the brand is relying on in-store product demonstrations and one-on-one customer interactions to communicate the value of getting two designs in one piece.
The company said the new line was created after studying how customers currently use diamond jewellery. The brand observed that many single-design pieces were worn only on special occasions and remained largely unused otherwise. This led to the idea of a reversible design that provides two distinct looks in one piece.
The jewellery features two usable sides, allowing customers to switch between a more traditional look and a lighter, contemporary expression. One side is finished in yellow gold and the other in rose gold, giving customers flexibility to match different outfits and other jewellery.
The brand expects strong interest from its existing diamond customers, particularly those looking to upgrade their jewellery rather than buy multiple new pieces. It also believes the products will appeal to families who want jewellery that can be worn by different generations and anticipates that customers will spend more time engaging with the products at the counter, comparing them with other diamond offerings, before making a purchase.
According to Kumar, the launch also signals a broader direction for Thangamayil’s diamond business. “We are moving towards designs that combine luxury with functionality. Customers today want jewellery that fits their daily lifestyle, not just their celebrations,” he said. “This reversible concept gives us a base to develop more convertible and multi-purpose diamond designs in the future.”
The flagship store of Thangamayil Jewellery Limited is located at Nethaji Road in Madurai. It turned a public limited company in 2007 and released its maiden equity shares in 2010, which listed on the Bombay Stock Exchange (BSE) Limited and National Stock Exchange (NSE) Limited. Today, the company has 50 Thangamayil showrooms and 10 Thangamayil Plus Exclusive Silver showrooms, taking the total number of retail outlets to 60.
Written by Aparna Bhowmick
Retail Jeweller India News
