If you didn’t know what to gift your loved one this festive season, the Diamond Trading Company has one of its choicest collections – Sangini, for your soul mate. Sangini, the new collection of diamond-studded jewellery range has been priced at Rs 8,000 upwards.
Devika Gidwani, Director, Diamond Information Centre, says: “We are associating the brand with a sense of togetherness. Whoever sees a woman wearing Sangini would instantly recognise the fact that it’s a gift from her soul mate. The collection has been designed in a distinctive style that symbolises the uniqueness of the relationship.”
Set in gold, each piece in the Sangini collection has a symmetrical set of diamonds in a row. The pattern is intricate with the central diamond raised in a bezel setting, symbolising the special relationship. Each piece has a distinctive characteristic expressing the uniqueness of the relationship. “The central diamond symbolises your special one, the one whom a man can turn to through ups and downs,” she says.
On the pricing strategy, she says: “The affordable pricing makes Sangini the most enduring gift a husband can give his wife.”
Asked if Sangini is a festival special, she says: “Yes it is. Sangini is a brand that conveys the essence of gifting and expressing your love to the special person in your life. So for these reasons we found it to be a perfect time to launch it.”
Sangini will be advertised through all major print and electronic media across the country. So will we see any celebrity endorsements? No, says Gidwani, adding: “Sangini is a brand for you and me. So the people in the commercials are an ordinary couple that the masses can instantly identify with. Sangini is targeted at everybody and so we decided against using a celebrity for endorsing this brand.”