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150 facets of diamonds pave way for new landmark of C Krishniah Chetty Group



150 facets of diamonds pave way for new landmark of C Krishniah Chetty Group

Diamonds have been the centerpiece of a jeweller’s fascination. Be it design or technology, there have been countless experiments to enhance the beauty of a diamond and make its charm otherworldly. In doing so, very few brands have been able to explore unconventional cuts on a diamond and even make patents out of the successful procedures. But, if there is ever a brand that has set record in that feat, it would be C Krishniah Chetty Group of Jewellers.

It’s 150 facets on a diamond that we are talking about! Speaking with Chaitanya Cotha, executive director, C Krishniah Chetty Group of Jewellers, one understands that the aim has been to celebrate the glorious moment of the brand serving its customers for 150 years and counting. “To honour that momentous occasion, we came up with the idea of 150 odd facets. Diamonds reflect light in all directions and having the perfect 150 facets would mean that the quality of light would reflect across 360 degrees. It took us 5 years to achieve this dream with persistence and technological advancement,” said Cotha.

It took close to 900-plus diamond cutting hours for the CKC Group to arrive at the required precision in carving 150 facets out of each diamond. This, Cotha explains, has been possible only on solitaires because of their size and other traits. The technology becomes too expensive and thus, unviable for the process to succeed on diamonds any smaller. “Besides size, there are close to 80 other parameters that we have to consider to find an ideal rough for this range. We have named it the 150 Facet Line, and it is being sold from across our showrooms. Certified by us, the collection has been doing fabulous business across India and in Australia, US, and the UK as of now,” Cotha explains, adding that the fire and scintillation of this particular collection has been so conspicuously better, that even first-time diamond jewellery buyers have been spotting it with preliminary demonstration by sales executives. “Within 2-3 minutes of speaking, people are convinced about the superiority of this collection. The diamond indeed does the talking,” Cotha added.

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