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Oct 10

Solitaires – An indulgence or an asset?


Since the iconic Marylin Monroe sang Diamond’s are a Girl’s Best Friend in 1953 film Gentlemen Prefer Blondes, popular culture has seen diamonds as an ultimate adornment for women the world over. But diamonds were always coveted by the rich and powerful, especially the royalty in India - for a long time the only source of diamonds - as well as in Europe and Americas. But it took a giant corporation and a monopoly, which had recently found huge deposits in Africa, to popularize it with the masses. And by design or otherwise, Hollywood and popular culture played a great role in helping establish diamonds as prima donna of gemstones and most coveted of them all.

Diamonds are rare and expensive, and their allure is as much in their brilliance and beauty as it is in their exclusivity. But it is complex and non-trivial to grade and value and often customers find themselves at a loss to comprehend what they are buying and at what price. And worse they have no clue if at all it will retain its value over time and will they ever be able to bank on them as their life’s assets. The way diamond jewellery, especially solitaire jewellery is sold and marketed, especially in India has also not helped the cause. With perpetual discounts and opaque pricing and exchange / buyback policies, jewellery brands and large stores have adversely impacted consumer confidence and turned diamonds into commodity, belying the great amount of skill and craftsmanship that goes into each solitaire diamond. It has led to erosion of long-term value of purchased jewellery in the hands of the consumer and consequently sowed confusion, doubts and sometimes cynicism in them about quality and value of solitaire diamond jewellery.



In this melee. one brand has stood out and swam against the tide. Divine Solitaires has understood the unfulfilled need of Indian buyers and created a brand that is known for its integrity - one that never compromises on quality and transparency. For more than 15 years Divine Solitaires has built this reputation by delivering to its customers what it promised and with 98% customer satisfaction and repeat purchase rate, it has proved that honesty and transparency pays in the long run.



Jignesh Mehta and his brother Shailen Mehta knew that vast majority of Indian consumers are aspirational and seek to grow their wealth and consider jewellery as not just an indulgent luxury but an asset of life’s savings. So, they created a brand that would bring the same amount of confidence in diamonds that is in gold. With Divine Solitaires it did this in three ways – First, they curated and standardized on 123 quality parameters that impact the beauty and value of a diamond and mandated that only those finely crafted diamonds that score 10/10 on these parameters qualify to be branded as Divine, thus assuring that customers always get the best quality.

 

Secondly, they backed each product with this unprecedented 123-parameters Quality Guarantee Certificate, in a market where no one offers any sort of guarantee on diamonds or diamond jewellery. And finally, third and most important step, they created a One India – One Price system for their high quality diamonds with their Nationwide Standard and Transparent Prices, which is updated every month, month after month for the last 15 years. There is even a Solitaire Price Index that shows the trends for customer awareness.

 

This is why Divine Solitaires is becoming the preferred choice for Indians to elevate their life’s milestone moments. Be it getting engaged or married or celebrating years of togetherness on anniversaries, only the best is worthy for the moment. Available at 200+ partner jewellers in more than 100 cities, buyers in Jammu or in Ernakulam, in Guwahati or in Ahmedabad - across India, have expressed confidence and trust in the brand and have come back for more. Consumers get to choose from the largest collection designs specially crafted to elevate the beauty and brilliance of the solitaire and get the confidence of a national brand which they can buy from or get service from almost anywhere in India.

 

It also helps that though the brand never discounts its products, once a year it rewards its customers with generous gifts and lucky draws in Solitaire Festival of India, which recently concluded in August. Customers look forward to it and it generates a lot of excitement with weekly prizes of lucky draw winners and assured gifts on every purchase. It also brings in a lot of new customers to the stores and helps independent, mostly family owned, partner jewellers to offer superior quality and brand experience to brand conscious solitaire customers and capture a larger market share in their area.

 

Natural diamonds are rare and God gifted and its allure shall remain forever, notwithstanding many simulants and alternates that vie its position in the minds of the consumer. Vast majority of Indian consumers consider solitaires as the ultimate gift and place great emphasis on asset accumulation; therefore, solitaire diamond jewellery from Divine Solitaires is perfect for their aspirations.



































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