Diamond World (DW) May - June 2020

Cover Story
Basically, we
have to portray
diamonds as a
safe investment.
We used to do
it in the past.
People don’t want
to make impulse
purchases on EMIs
anymore. This is
the perfect time
to let people know
that diamonds are
a safe investment
and that we need
to go back to our
roots, and do
what our parents
and grandparents
did. And with
diamonds, one can
buy it, wear it and
still think of it as a
safe investment
Alkesh Shah,
Gold Star Jewellery
Pandemic doesn’t deter
people from celebrating
Weddings may not be “big-fat” but
there will still be weddings. Parents
may not want to cater food for a
pack of thousand but they would
never want to compromise on the
jewellery they want to gift their
daughter on her special day. And no
matter the scale of this pandemic,
people would still want to celebrate
special moments like birthdays
and anniversaries in a small yet
memorable way. “Until women exist
in this world, diamonds will never go
out of demand. After the pandemic,
men are spending more time with
their life partners and gifting has
become more prevalent,” says Sunit
Hirawat of Sunvim Exports. The fact
that they are not in a position to go
out and celebrate it lavishly may in
fact be a reason for them to splurge
a bit more and buy their loved
ones something of lasting value.
Diamond jewellery retailer Orra has
created an heirloom trousseau box
called the Generation’s Box, which
can be passed on as heirloom from
one generation to the other. The box
starts at around Rs 6 lacs. Michelle
Demaree, founder of Beverly Hills
based Miss Diamond Ring believes
that every diamond represents
one couple’s unique love story.
“Couples will never stop falling in
love and couples will never stop
getting engaged. People want to feel
happy, they want to feel important,
they seek pleasureable experiences
and items that create lasting joy and
meaning. People will never stop
wanting this – ever,” says Michelle.
68 | may-june 2020 | DiamonD WorlD