Diamande India’s First Lab-Made Diamond Jewelry Collection
August 08, 07
Diamande, a jewelry collection that uses lab-made diamonds along with natural stones, will make its debut at the India International Jewellery Show (IIJS) in Mumbai, beginning August 30. This will be the country’s first jewelry collection that uses lab-made diamonds.
 A ring from the Diamande collection set with a Gemesis center stone |
The collection is being launched by an entrepreneur pair, marketing expert Hemant Shah and designer Yuriko Menon, who have a long association with
Shah says that they carefully chose the brand name Diamande and designed the logo with the intent that buyers would be fully aware of the collection’s laboratory-origins. Further, to ensure that the diamonds are not misused due to the price difference, Diamande diamonds will not be sold loose.
The collection to be unveiled at IIJS will have vivid yellow, light yellow and shades of orange stones. Pink diamonds will be introduced over the next 6-8 months.
These stones, in sizes ranging from 0.40 carats to 1.5 carats, will be surrounded by natural diamonds to accentuate the brilliance of the colors. The jewelry items will be available in a price range from Rs. 50,000 ($1,236) upwards with a few higher-end items costing up to Rs. 1 million ($24,728). Diamande will also be marketed with a 5th C – Created.
Each piece of jewelry will be accompanied by a certificate from IGI with details of both the lab grown and natural diamonds. Shah believes that the collection will stress the complementary relation between natural and lab-made diamonds, as well as the fact that the latter have the ability to transform many businesses within the industry.
The Diamande collection will be sold through jewelry stores, as well as select luxury goods and watch outlets, says Shah. The company will aim to have a presence in 10-12 stores across five cities in the next six months.