In 2001, we launched the ‘Arisia’ solitaire programme, India’s
first and only branded solitaire jewellery. Maharani Gayatri Devi, the last of
the queens of Jaipur, is the label’s brand ambassador. It is designed to bring
to mind royalty, aristocracy and exclusivity.
The brand is aimed at the elite market in India, with new
emphasis on tier II on the economic scale. The jewellery is crafted with 1+
carat diamonds using only the very highest clarities, colours and cuts. We also
work hand in hand with the Diamond Promotion Service (DPS), run by De Beers, and
we have taken an active role in building and promoting the Arisia
brand.
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