Gitanjali Group launches 4 jewellery brands for high-end consumers

The brands unveiled on Monday are Envi, Moira, True Platinum and Karina

Diamond jewellery manufacturer and retailer Gitanjali Group has introduced four new brands in the entry price range between Rs 20,000 and Rs 50,000 apiece for mid- and high-end consumers in India. Made out of precious metals and coloured gemstones including rubies and emeralds, these brands would be displayed for the first time in the upcoming global jewellery show the India International Jewellery Show (IIJS) beginning August 23.

The four brands unveiled on Monday are Envi, Moira, True Platinum and Karina, each of which addresses the jewellery needs of different segments of society.

Envi by Gitanjali and Gemfields is a fascinating collection of mesmerizing emerald jewellery that is truly every woman’s fantasy. Available for high end consumers at around Rs 50,000 apiece, the ornament would be available in ring, earring and pendent.

Another brand Moira, combines the allure of lustrous freshwater pearls with the dazzle of natural diamonds to conjure up some amazing adornments for the modern fashionista. Moira branded jewellery would be available at around Rs 20,000 apiece.

Proposed to be sold at Rs 50,000 and above, Karina is a delicate mix of precious rubies and exquisite diamonds placed intrinsically, to give ‘fabulous’ a whole new meaning. The collection also includes enticing emerald and diamond jewellery.

True Platinum Collections include work wear, love bands, wedding collection, platinum bars and coins; and available between Rs 25,000 – 3,00,000 apiece.

“All these brands are home grown and meant for catering to Indian markets only. Consumers are opting for colour in ornaments from the traditional yellow gold and white diamond. Hence, we have decided to introduce these collections keeping consumers’ preference in mind,” said Mehul Choksi, CMD of the Group.

Each of the new offerings is targeted at a niche consumer segment that has not been addressed till now and will be of immense benefit to partnering retailers in meeting the emerging demands of consumers in their regions.

New collections from Nizam, G Divas, Gitanjali Gold and many more are also being unveiled. G Divas is a stunning and sparkling range of light weight jewellery studded with diamonds, pearls and coloured stones.Gitanjali Gold, crafted with perfection using 100 per cent BIS Hallmarked gold, offers a range from traditional ornaments and designs that are suited to special occasions and festivals to sleek, contemporary pieces with light and airy patterns and designs that are designed for daily wear.

“The branded jewellery business in India is enjoying a compounding growth due to a shift from the unorganised sector. With multiple brands and the launch of promising collections, we would address diverse consumer needs. The upcoming season starting with IIJS extending up to Diwali in India followed by Christmas and Valentines in international markets towards the end of the year, are expected to drive the growth for the group,” Choksi added.

The new collections and brands are expected to become best sellers during the two major selling seasons – the October-December festival-wedding season in India, and the November-December festive Christmas season in the US and other international markets.