Tanishq is looking to make diamonds an affordable affair. It is launching a diamond jewellery collection priced at Rs 999-1,500, targeting primarily the youth.
Mr Bhuwan Gaurav, Head of Marketing, Tanishq and Zoya said “Although diamonds have a sense of aura and aspiration, they are not seen as being affordable. We hope the new price points will help broadbase our offerings and help us reach out to a new set of consumers, since youth is not currently a big part of our diamond jewellery clientele.”
Currently, Tanishq's diamond jewellery starts from Rs 5,000 and goes up to several lakh rupees.
While the retailer has timed the new collection (consisting of pendants and ear-rings) for the Valentine's season, it will be a permanent part of Tanishq's offerings. “Obviously, we are talking of lighter jewellery using smaller and fewer diamonds (1-3 diamonds) in each piece. Also, we are using 9k (carat) gold. But we use only genuine, authentic SI 2 grade diamonds,” explains Mr Gaurav.