Divine Solitaires raises stakes of Solitaires demand with month-long festival pan-India

Divine Solitaires is creating history with Solitaires. The brand, especially known for their exceptional quality of Solitaires diamonds, is taking more than 180 retail partners across the country to embark on a mammoth Solitaires festival to run throughout August 2022. Jignesh Mehta, founder-MD, Divine Solitaires, discusses the plan ahead.

“For the first time in India, we are pulling off a herculean task of including 185 retail brands across 90 cities under one scheme. Solitaires, as a category, are doing phenomenally and the strongest demands are coming from Tier 2, 3, and 4 cities. We want a powerful promotion of Solitaires so that its impact reaches the niche markets in villages as well,” said Mehta.

Another focal point of attraction has been millennials, who are slowly moving out of heavy, chunky jewellery for subtleties, believes Mehta. “The same young customer will have second thoughts about buying gold, but will be very sensitive about solitaires that help celebrate milestones in life better. The youth wants to flaunt their status in a subtle manner, for which solitaires becomes the best choice,” he said, adding that as customers of luxurious cars no longer need to go to the metroes to buy, the same has to happen for Solitaires is India.

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