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Stone spell

Kirti Ornaments has launched its diamond jewellery collection in the city


It's a blessing that companies can't attach brand tags to your jewellery. Or else, there would be people walking around waving their hands at people's faces, just close enough for them to read the brand name on a ring. Thankfully, jewellery is still judged by sparkle, size and setting — whether it is made by your family jeweller or a Canadian designer working for an international company.

Shaunak Shastree, business development manager, Kirti Ornaments, says branded jewellery is still lagging behind our dear goldsmith, but is a growing market nevertheless. Kirti has now launched its own retail range of branded diamond jewellery in India.

The Mehendi collection has a six-stone cluster, and abides by the traditional pattern of North and West Indian ornaments. The South Indian collection, Rangoli, is simpler and more conservative in comparison, and has the five-diamond setting. In a way that only jewellery sellers can, Kirti describes the Rangoli-wearing Indian woman as someone who is "ethereal, feminine... bold, but not aggressive." Whether they know their target customer or not, they sure do have a way with words. But to give them due credit, the jewellery is clean cut, and minimal, making sure you will not end up looking like a weighed-down Christmas tree.

The Nityah collection is promoted as pan Indian, but is essentially a range of daily wear jewellery. All the brands are priced at Rs. 10,000 onwards, and come with a certification for diamond quality from the HKD laboratory, Canada. They are insured for a year, and can even be exchanged within a specific time period.

Kirti's ornaments are available at Vummidi Bangaru Chetty & Sons and LKS Gold House.

ROHINI MOHAN

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