The event, held exclusively for doctors and their spouses, sought to position LGDs not just as occasional accessories, but as practical jewellery for daily life. It is part of the brand’s broader plan to raise awareness about LGDs among various professional communities
Ahmedabad: Svaraa Jewels recently organized an event titled ‘Summer Solitaires’ in Ahmedabad, where it pitched lab-grown diamonds as everyday wear jewellery to key members of the medical fraternity. The gathering brought together about 40 doctors along with their spouses, offering them an informal setting to explore lab-grown diamond jewellery without the expectation of purchase.
“Our aim was not to sell but to educate,” said Chahat Shah, Founder of Svaraa Jewels. “Lab-grown diamonds are still not fully understood in India. Many assume they’re fake, so we took this as an opportunity to clear that perception.”
The event began with a brief introduction to Svaraa’s work and a focused presentation on lab-grown diamonds highlighting their origin, value and daily-wear potential. The idea behind Summer Solitaires was to position these diamonds not just as occasional accessories, but as practical jewellery for daily life, from office meetings to holidays.
“There’s a mindset we’re working to shift,” Shah said. “Diamonds are still seen as luxury reserved for weddings. But lab-grown solitaires are more accessible. You can wear a two-carat ring to a meeting if it’s within your budget.”
To make the evening engaging, Svaraa added interactive elements including a ‘spin the wheel’ game where participants won prizes—ranging from discounts to a 20-cent solitaire diamond. Every guest walked away with something, but one lucky attendee took home the diamond.
The response, according to Shah, was encouraging. While no immediate sales were recorded, the feedback from doctors was constructive and positive. “Doctors do wear diamonds. Getting their honest views on our pieces was valuable,” he added.
The event is part of a broader plan to connect with various professional communities. “Doctors were just the start. We want to reach out to engineers, government workers—anyone who contributes meaningfully to society. It’s our way of saying thank you.”
Svaraa Jewels plans to hold similar monthly events and believes this will not only build brand awareness but also educate consumers about lab-grown diamonds.“It’s about planting the idea,” Shah said. “We’re not chasing immediate conversions. Jewellery buying takes time. But when they’re ready, we want Svaraa to be top of mind.”
Svaraa Jewels has retail stores in Ahmedabad and Mumbai, and also sells online, serving customers across 6,000 PIN codes in India. Looking ahead, the brand plans to expand by opening 5-10 new stores and increasing the online business. With ambitions to enter Tier II cities and eventually expand internationally, Svaraa’s long-term vision includes establishing 100 stores across India by 2030.
Written by Achal Chaubey
Retail Jeweller India Exclusive
