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Jewellers looking to increase demand for diamonds
Posted on: 06/Jul/2013 11:17:42 AM
Leading jewellery brands are looking at creating a bigger demand for diamonds. The move comes in the wake of rising prices of gold. Diamond jewellery is set on a lesser quantity of gold and companies feel this will increase the demand for the metal as well.
‘We are moving to diamond jewellery more aggressively, introducing lower-carat jewellery and also pushing silver jewellery. (We) mix metals like silver and copper to reduce the purity of the yellow metal. Diamond jewellery uses 20-25 percent less gold compared to a normal 22-carat jewellery piece’, said Mehul Choksi, Chairman and Managing Director of Gitanjali Gems.
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