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City store dedicated to diamond rings only

entertainment Updated: Aug 19, 2010 13:49 IST
Rochelle Pinto

Guys, if you’re having trouble finding the perfect engagement ring for her, here’s some good news. Priyanka Choksi, daughter of Gitanjali group head, Mehul Choksi, is launching a rings-only store, dedicated to finding the right rock for your wedding day. In association with A.Jaffe, a century-old jewellery maker from the US, Choksi’s store will stock diamond rings for engagements, weddings and anniversaries.



“When I was looking for my engagement ring, I realised that there were not many options in Mumbai. I finally found what I was looking for at A.Jaffe in the US, which is when it struck me that there was a huge demand for such a store,” explains Choksi.



Diamond

According to her, couples now want their own customised pieces, rather than something thrown together by the in-laws at the last minute. “We have over 120 designs in engagement rings alone. Plus, we also customise rings if you have a specific idea in mind that you would like to execute,” she says. While they deal exclusively with classic diamonds, rings can be set in yellow gold, white gold and platinum. “We find that young people prefer platinum, even if they don’t necessarily understand the value or significance of it. But the more traditional families prefer yellow gold because it’s still considered auspicious,” Choksi says.



At A.Jaffe, all rings will be specially made for the customer once the design has been settled upon. Prices of their wedding bands start at Rs 35,000, while engagement rings start Rs 1 lakh onwards. Anniversary rings are costlier, starting at Rs 4 lakh. Their most expensive ring — an anniversary ring consisting of about 40 diamonds set in platinum —retails for a cool Rs 7.8 lakh.



“You have the option of coming in with your own diamond. This works especially when you want to update an old ring that you’ve inherited, and want to make it your own,” says Choksi.



While there are no plans yet to look for a celebrity endorser, the brand has been associated with Hollywood actor Eva Longoria Parker in the past. Quiz Choksi about a possible Bollywood tie-up and she says, “Right now, we just want to concentrate on launching the brand. But if we do get a celebrity on board, it will be someone young like Sonam Kapoor.”