Sona Chandis Jewellers sets apart its naturally sourced gemstones line with private viewing for clients

The new Diamant Collection is only available at the brand’s store in Kanpur, that too only in a dedicated space, where clients can view it with prior appointment

Sona Chandis Jewellers of Kanpur recently launched an exclusive line of natural diamond and gemstone jewellery for its discerning clients. Titled the Diamant Collection, the name of the jewellery line takes inspiration from the French word for diamonds. The highlight of this collection is that it is only available at the brand’s store in the city, that too only in a dedicated space, where clients can book an appointment for a private viewing. It is not available online.

The brand has been particular about the use of only naturally sourced gemstones in this collection, with no semi-precious gemstones or other materials involved, which adds significant value to this line. Further, different cuts of well-polished diamonds as well as Polki have been used. A sub-collection under Diamant comprises emeralds and rubies with rose-cut diamonds, highly appreciated by clients.

Nandita Agarwal, Managing Director, Marketing and Sales, Sona Chandis Jewellers, said that the exclusivity of the collection was its specialty and that is how the brand wanted to keep it for its clients. “We wanted to ensure that natural diamonds and natural-coloured stones do not lose their positioning in the industry and that they should regain their relevance. So many new gemstones have been launched with different finishes in the high-end luxury jewellery market. We wanted to present something unique to our customers,” she said.

The collection was introduced at the brand’s Wedding Premiere Exhibition at the Landmark Hotel in Kanpur. The exhibition not only gave Sona Chandis Jewellers a chance to interact with its existing clientele but also add to the client base as the visitors to the event found the Diamant Collection and the story behind it quite unique. The brand saw good sales not only after the event but also during the launch itself.

With the whole collection in the price range of Rs 25 lakh to Rs 1.5 crore, the jewellery brand is aiming to bring high net-worth individual (HNI) clients under its fold. According to Agarwal, every piece of the collection is designed to be unique and will never be repeated for other collections of the brand. “We promise our clients that the same designs will not be created again. It is also very difficult to repeat designs when it comes to naturally sourced gemstones because getting stones in the same size or colour can be quite challenging,” Agarwal said.

The launch of this collection is in time with the start of the festive and wedding seasons, when customers are keen to purchase unique and beautifully crafted jewellery made of natural diamonds and gemstones. Agarwal is confident that in a city like Kanpur, the brand has an immense opportunity to acquire new clients and broaden its horizons. “The future of the industry lies in natural gemstones and diamonds and so, it is imperative to educate consumers. They should know the worth of the pieces they buy and how, in the future, they will become rarer,” she says.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive