I am inside a dark room, along with a group of photographers and journalists. We have been told that we are about to witness a beautiful sight. I wonder what the fuss is about as all I can see is a solitaire that sits innocuously in a glass cabinet. As if he read my thoughts, Sachin Jain, President Forevermark Diamonds, points a laser beam on the diamond. And the room is bathed in seven colours of the rainbow, refracted from the polished surface of the diamond. “It is as expensive as 30 kilos of gold,” says Sachin.
The solitaire is a part of the new collection launched at Kirtilals showroom at Cross cut Road, Gandhipuram. The Coimbatore based diamond brand has joined hands with the Mumbai-based brand from the De Beers Group of Companies.
“We have a history of 125 years in the diamond business. Our intention is to offer responsibly sourced, natural and hand-selected diamond to our customers,” says Sachin.
Each diamond in this collection comes with an inscription logo that documents the mine from where it came. “The modern customer wants to know where the diamond has been sourced from, its quality and polish.” Coimbatore is now in the international map thanks to Kirtilals. “We would like to deepen our partnership with the brand,” he says. His tip to the customers, while shopping for diamonds, is: “A good diamond must talk back to you. Every diamond carries a story with it. You have to fall in love with the diamond you buy.”
A ramp walk at the Kirtilals showroom marked the launch. Models in gowns and wearing the collection, posed for photographs. earrings, necklaces, bracelets, rings and pendants blend contemporary and traditional designs. The collection is priced from Rs. 15,000. The highlight is a ring, which is designed like a bud, but blossoms into a flower when you wear it! These would make great engagement rings. Are future brides and grooms listening?
