Zanders Diamonds Pvt. Ltd. NAC Manimajra, Chandigarh

I am Arvinder Brar, Director, D’ZA Diamond Jewellery, “Today the new mantra in the market is branded jewellery. Branded Diamond jewellery is in for every small and big occasion. With the entrance of around 30 brand jewellery players in the market in 2004 the trend shifted from the old tradition of making the jewellery from the Goldsmith to buying of the branded jewellery. You get more options to choose from the collection and the other benefit is that you get the jewellery of IGI standards and Certifications.” People opt for buying the diamond because it is found in different price ranges. Unlike gold and silver, the diamond ring, diamond bracelet, diamond necklace, diamond bangles or any other diamond jewellery easily go with every colour outfit, be it your professional wear, regular wear or party wear which makes an easy choice for the lady to go for the diamonds. But rooted in tradition, India is a difficult market to crack, as the families still flock to their traditional jewelers for big occasions like engagement, weddings, etc. The major shift is being ushered by the young upwardly mobile working women for whom earning a piece of diamond jewellery is like making a statement. “Branded jewellery offers them assurance of quality, amazing range, designs, international certifications and they do not mind paying little more for the peace for mind”