Viswa & Devji, the jewellery group sets new standards of fashion with its diamond collection on display at The Residency

How many times have you fought with your mother when she forced you into wearing that heavy neck piece? Traditional jewellery usually reminds us of the big fat Indian wedding and the youngsters especially, shun it as being too heavy and uncool for their casual outfits. Viswa & Devji is all set to change their minds with their latest diamond collection 'Rare 2012'.

Managing Director of Viswa & Devji, S.Prem Kishan says, “Our collection is a blend of tradition and modernity. The designs are Euro-Asian, and therefore make the jewellery look contemporary. You can wear them even with western clothes.” Over 200 pieces of pendants, bracelets, neck pieces and rings ranging from Rs. 50, 000 to 50 lakhs make up the collection. Even the traditional neckpieces, with goddesses and Bharatanatyam dancers in different postures, are light weight, subtle and elegant. They will look as good worn with traditional Kanjivarams, as they will with a party dress. Some of them also have Minakari work on them.

A neck piece fashioned like a bird drinking honey from a flower is beautiful. The flowers are made of yellow diamond, while the bird is of bright white diamonds. The tiny ruby on the beak of the bird adds the finishing touch. The base metal for the pink, blue and white diamonds is in white, black, yellow and pink gold. Ruby, sapphires and emeralds add colour to the diamonds.

The pride of place for Viswa & Devji, as far as workmanship goes, is the Lord Shiva pendant. It measures just a couple of inches and is priced at Rs 1.2 lakhs. It is made of white diamond set on 14 carat white gold. The back of the pendant is as intricately carved with 'Öm' etched in white gold. Shiva’s hair is studded with black diamonds. His face is serene. Sophisticated technology has been employed for the perfect finish of the royal cut diamonds. This cut enhances the brilliance of the stone. Imported machinery and international designers have made the Viswa & Devji collection what it is – a work of art. The journey of Viswa & Devji has been a long one beginning in the year 1950. Starting with the retail outlet in Bahrain they expanded to other European countries and the U.S.A. The first retail outlet in India was opened in Coimbatore in 2008. About the display at The Residency Prem says, “Through this exhibition, we want to introduce a new taste to the people in Coimbatore. The jewellery market is commoditised in India. It is mass produced and sold like vegetables. However our approach is different. For us, it is an art.”

The exhibition is on till August 5 at The Residency, from 11.00 a.m to 8.00 p.m. The Hindu is the media partner.