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Jewellery stores woo tourists with diamonds

business Updated: Apr 08, 2008 16:42 IST

PTI
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In an effort to give thrust to 'Diamond Tourism', Kerala-based Sunny Diamonds will open tourism outlets at London and Koln in Germany this year to showcase its products.

The tourists can see some of the diamonds displayed at the jewellery shop and book the diamonds of their choice. But the products would be sold to them only in Kerala, Sunny Diamonds CEO KP Sunny told PTI.

A tourist, who books jewellery, would get to and fro tickets to Kerala free, seven nights stay in a five star hotel besides backwater cruises, he said.

The tourists can pick the destination of their choice in the state, he said.

"We want to tell the tourists that kerala is the best place to buy jewellery and best diamond hub and best tourism destination," he said.

Sunny Diamonds, a store for Belgium cut diamond jewellery, plans to open about 30-35 such tourism outlets within the next 2-3 years all over the world, he said.

There is a huge price difference between the diamonds available abroad and in India. A same set of diamond jewellery abroad costs about 15,000 euros while in Sunny Diamonds it was 3000 euros, he said.

Not willing to price it cheap, the Sunny Diamonds would be charging the same rates abroad but offer a whole package of experience for the tourists.

Demand for diamonds was growing and Kerala brides were preferring delicate diamond jewellery to chunky gold ornaments, he said.