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Vashi2Panvel.Com: Navi Mumbai: August 9: Diamonds have always been known as a woman’s best friend. But now Diamonds are no longer a distant dream as most people not only from the more affluent classes but also the middle class don’t mind investing in it. Diamonds were earlier considered as a prized possession of the rich but now even the middle class find it affordable as one can get a diamond jewellery starting from the range of Rs.3000 or Rs.5000 for a simple ring depending on the brand and colour.

Rajesh Devmane of ‘Just in Vogue’ which houses 8 jewellery brands in Centre One says, “The sale of diamond jewellery has increased by 65% in the last 2 months. One of the reasons is the discount that the brands are offering. There is discount of up to 50%.” Another reason for the increase in diamond sale cited by Rajesh is the fact that most diamond brands have undergone promotion campaigns which has resulted in awareness among the public. Rakesh also added that the prices of gold played no role in the sale of diamonds. Talking about gold he says, “Though there is an increase in the sale of diamonds, most people in Vashi still prefer buying gold.” According to him diamond rings seems to be selling the most in the diamond jewellery section.

Mahalaxmi Jewellers located at Sector 17, Vashi has seen an increase in demand for diamond jewellery but maintains that nothing can beat gold as the demand for gold is still more. Hemendra Jain, owner of Mahalxmi Jewellers says, “People still prefer buying gold and the sale of gold has been really good.” He however adds, “Sale of diamond has also been good but not as good as gold. Diamonds have a very good future and very fast it will be much more in demand.”

Mahesh Mahilini from Adora Jewellery another branded jewellery shop in Centre One says, “The ongoing trend right now is for white gold. The price of diamond jewellery varies depending on the particular colour of the diamond.” Mahesh also agrees that the demand for diamond jewellery has increased over the last few months. He also adds that rings and earrings are the most sought after diamond jewellery and that most of the customers buy it for themselves. The hike in gold jewellery has not been a concern for Adora Jewellery as they mainly deal with diamond jewellery.

Cupid Jewellery is a well known diamond brand especially among youngsters, located at Sector-17, Vashi. Alok Joshi, owner of this outlet says that there has been no drastic change in the sales of diamond jewellery in the past few months. He however adds, “The sales would increase by 25% after September. That is the time when people start shopping for jewellery and also a wedding season.” Talking about the price and purity of diamonds he says, “Ours is a branded showroom so there is no compromise in the quality and purity of diamonds.” Like the other shopkeepers he also agrees that most people opt for diamond earrings and rings.

Meghna Jewellers which is a local jewellery shop in Vashi Sector17 claims that the sales ratio of diamond to gold jewellery is 70:30. This shows how diamond business is picking up and how people are slowly purchasing diamonds and investing in them. Here too they say that the major reason for this increase in diamond craze is due to the increase of promotions of diamond jewellery.

Ansy Austin